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Social Media Today reports that YouTube is looking to help advertisers align with evolving video consumption trends by testing out a new process that automatically reformats landscape video ads into square or vertical playback, relative to how each user is consuming content.
As you can see, the process will match up the presentation display based on how each person is engaging with content, creating a more organic, streamlined experience:
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"The machine learning model detects important elements in the landscape ad - such as faces, key objects, logos, text and motion - and breaks the video into distinct "scenes." This ensures that important elements show up properly - centered, for example - in the reformatted video."
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Could that make it easier for marketers like us to align with usage trends, and in particular, YouTube Shorts, which has seen a big jump in usage this year?
Short-form video is the trend of the moment, and this could make it much easier for brands to align with that shift, with minimal editing effort. YouTube says that option is currently available for App campaigns, and will be coming soon to Video action and Performance Max campaigns.
In addition to this, YouTube's also adding some new, customizable vertical video ad templates in the video creation tool in Google Ads. The simplified templates provide another way to create YouTube ads based on engaging presentation styles.
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"These new templates follow creative best practices for YouTube and are built with specific considerations for a vertical viewing environment, with pacing, music tracks and transitions designed to make an impact."
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YouTube's also added some additional, auto-generated ad templates, which provide a way to create vertical videos based on text and image inputs.
And even further aligning with the vertical video shift, YouTube is also updating the presentation style of vertical video thumbnails in the app, to make vertical clips look better in-stream.
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"While vVODS represent only a small percentage of videos, up until now, they've created an inconsistent viewing experience for users browsing on home, as black void spaces appear on both sides of the video, which, in turn, makes it more difficult for viewers to evaluate and engage with the content they're interested in."
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