Vertical video could be the next big thing in mobile advertising

The advertising shift onto mobile devices and platforms like Snapchat is driving some novel video formats

We’re not through mining Mary Meeker’s Internet Trends Report—all 197 slides of it—for useful nuggets of wisdom (such as the rise of the millennial workforce in offices across the continent). But there are some insights about mobile advertising worth paying attention to.

For instance, vertical full-screen video may be the next frontier for mobile advertisements. Essentially, consumers are nine times more likely to watch ads that appear this way: Screen Shot 2015-06-02 at 5.05.22 PM

Than if you were to show them a horizontal video ad—the current industry standard. Meeker uses ads on Snapchat to illustrate the finding. As we’ve reported before, Snapchat doesn’t disclose how much it charges for sponsored snaps.

As much as the advertising landscape has changed, there appears to be more to come. The majority of ad spending continues to flow toward old media, proving that television is still king. However, the audience base for these mediums has slid across the board (except for radio, which has achieved equilibrium for now).The total time spent on mobile devices has risen 4% since 2013 and ad spending on those platforms has doubled. But when you compare the ratio of ad spending to actual time engaged with each form of media, mobile advertising still appears to have loads of room yet to grow:

Screen Shot 2015-06-02 at 5.18.42 PM

Meeker expects companies will start investing more in this space. However, as some commentators have pointed out, the correlation between the popularity of digital platforms and the amount of dollars it can command is an imperfect measure. It still costs way more to make an ad for TV—especially for major events like the Super Bowl—than it does to make one for Snapchat. In addition, the ad community still has reservations about the effectiveness of digital advertising on certain platforms, like YouTube.