News UK has launched a new vertical video studio called v-studio, which will improve mobile advertising online and not just on its own websites. The studio, which will be located within News UK commercial division, the bridge will tweak pre-existing video assets into short form interactive vertical video ads, edits and create 360 video experiences. The studio will also get vertical video ad content from its social platform storyful, or create vertical video ads from scratch within its production studio.
The company offering different v-formats will be expanded depending on advertiser’s reaction. These formats include:
- v-Shoot: refers to vertical video that the Bridge is shooting and framing itself.
- v-Edit: refers to horizontal video, typically 16×9, that has been edited to a vertical format.
- v-Skin: doesn’t alter horizontal video, but instead makes use of the blank space above and below to include a call-to-action. This format is for advertisers – usually luxury clients – that are “fussy” about their video creative being edited.
- v-Select: allows a user to choose between different videos within one video unit in order to push multiple products.
- v-Social: directs users to social sharing.
- v-Drive: ingests different data points to produce dynamic creative. This can use location information to overlay the nearest store to a user on top of the video.
- v-360: turns 360-degree content into a vertical format.
Milton Elias, the head of mobile and video at News UK is leading the initiative. This will be his first task since joining the company in February. He told The Drum the new formats are “non-intrusive”, since they sit naturally within the mobile scrolling experience and don’t require users to ‘flip’ their phone to a landscape view (a process that annoyed some 58% of 2000 mobile users surveyed, according to News UK research).
“It makes sense that we think about that [mobile] user experience from the get-go”, said Elias.
“We are trying to help as much as we can in making content that adds to the user experience and marries to the native usage of a device, because I know first-hand having working in agency before how difficult it is to influence that when typical TV assets have been agreed, signed off, and filmed in advance of the media plan,” explained Elias, referring to his tenure as head of mobile at OMD UK and Starcom MediaVest Group.
“In the case of existing video ads, we are editing to make them vertical. And that is [the advertisers] own content and we are happy to give those back for a minimum cost so they can run them elsewhere. We know we are not going to help the industry beyond ourselves if we say you can only run those assets with us, as much as we would like all of their advertising budget,” he added.