Vertical video wasn’t YouTube’s strong suit initially but since people continue to record and upload videos in this format for some reason, the world’s largest online video streaming service has been making changes to ensure that it can provide a better viewing experience for vertical videos to its users. Since YouTube relies on ads to generate revenue, it’s no surprise to see that the service will now be introducing vertical ads.


YouTube first made it possible for mobile users to view vertical videos in full-size without black bars last year. It later expanded this capability to users on the web earlier this year. The company is now going to let advertisers serve vertical video ads.

What this means is that when the YouTube player recognizes that the vertical video is being watched on mobile, it will expand the ad based on the video’s dimensions. Vertical ads will be larger than landscape ads on mobile and will take up 75 percent of the screen.

The ad will be expanded even further to fill the entire screen if the user taps on it. This will provide “a big, beautiful canvas to deliver your message on mobile and allow engagement with your customers in a way that fits their viewing preferences,” says the company in an announcement for advertisers.

YouTube mentions that advertisers have been asking for the ability to serve vertical video ads for quite some time so it has now gone ahead and given them what they had been asking for.

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