This shift has been brought on by the ubiquity of the mobile screen

Vertical video ads have won. First seen only from people who forgot to turn their phones sideways while recording, this new form will soon dominate the newsfeed. Adapting to the vertical orientation of the mobile screen, brands are getting a chance to showcase their content in a different aspect ratio than typical. This especially makes sense for Facebook: off their 1.13 billion daily active users, over 91 percent are using their phones.

Thanks to platforms like Snapchat, vertical videos are becoming the go-to content-viewing orientation. This shift appears to be the second one brought on by the mobile screen. Remember when Instagram only allowed square photos?

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