It’s not often that we get to share product news that we know will transform the way video is consumed online. That’s why we’re so excited about this blog post.
In a world dominated by social media, we understand the importance of staying ahead in the engagement game. As such, we’re thrilled to announce EX.CO’s new vertical video player for the web, that's positioned to redefine the way audiences consume and engage with video content on publishers’ owned and operated sites.
First, some numbers
Since 2016, mobile web traffic has eclipsed that of desktop, and it continues to increase every year. In fact, 78% of all web traffic across the EX.CO platform derives from mobile and since almost all mobile users hold their phones vertically, publishers have been actively looking for a vertical video solution for their own digital properties.
Users spend an average of 2.5 hours per day on social platforms where the majority of the content they consume is vertical, and where vertical videos receive 2-3x more engagement compared to their horizontal counterparts. In short, the popularity of social media has made vertical video the preferred video format for mobile viewing. Audiences expect it and want it. So, it’s no surprise that publishers and advertisers alike have been meeting the demand by producing huge amounts of vertical content for those platforms.
However, publishers have had very few options in terms of monetizing that content–and lack control. With our new vertical video player, publishers are now empowered to deliver vertical content within their own digital properties, all while generating meaningful revenue.
Vertical videos offer a unique, compelling viewing experience that traditional horizontal videos cannot because they naturally fit into the way most users interact with their mobile devices. Content in portrait mode is also more engaging and can command the attention of viewers. In fact, research has shown that 90% of vertical videos have a higher completion rate than horizontal ones. Our new vertical player offers audiences a seamless (and endless) feed of vertical content.
Familiar yet unique
Inspired by the social platforms users know and love, we’ve engineered our new vertical player to include an intuitive swiping experience that mirrors the familiar scrolling gestures audiences are accustomed to. With a simple swipe, users can interact with their endless video feed and navigate between videos with ease.
How can publishers go vertical?
Our new vertical video player delivers strong results for publishers: monetization-wise, it’s comparable to our horizontal player–and delivers 17% more engagement than traditional horizontal players, on average. This increase is significant and can make a big impact on the overall user experience for audiences.
As a first step, we suggest integrating a vertical player into your current video strategy alongside your horizontal player. Introduce it selectively on designated sections of your website where you already have relevant vertical video created, perhaps for social. We’re happy to build a custom plan for your site, so just reach out to learn more.
Ready to go vertical for your audience? Get in touch by dropping your details below.