Native advertising company Vibrant Media has introduced a vertical video ad format to North America, Europe, the Middle East and Asia-Pacific. It joins Vibrants pre-roll, In-Line and Lightbox ads as part of its video portfolio.

Vibrant Vertical removes the requirement to rotate devices horizontally, when wanting to watch a mobile video in full-screen. Furthermore, the ads are ‘contextually relevant to the editorial they are placed within’ and user-initiated, so consumers must choose to view each video ad.

“In 2016, 43 per cent of our media agency buyers and planners bought vertical video ads. However, for 2017, 97 per cent of all our media agency buyers and planners expect more budget to be committed to vertical video,” said Craig Gooding, founder and executive chairman of Vibrant Media.

“In line with the viewability focus of all Vibrant Video ads, consumers will only play Vibrant Vertical ads when they vertically scroll 70 per cent of the format onto their mobile screens. We can also guarantee engaged viewers as brands will only pay when a consumer actively chooses to watch their videos.”