Use square and vertical video to engage mobile customers

To better engage YouTube viewers on mobile devices, it's best to create a variety of different video creatives, including square and vertical videos, for your app, video and Performance Max campaigns.

Today's mobile video experience

The video player on the YouTube app automatically adjusts to the dimensions of your video. For example, if you want to show a vertical video, such as a 9:16 aspect ratio, your vertical video will appear larger than a horizontal video and will cover 75% of the screen with organic content beneath the video. If a user then selects the fullscreen button, the video will cover 100% of the screen when the device is held in portrait mode.

Benefits of square and vertical videos

• Campaigns that include vertical videos have seen 10–20% more conversions.
• More creative asset variety.
• When viewers hold their phones in portrait mode, vertical videos provide advertisers with a larger canvas to deliver their product's message.

  ---

Best practice: Diversify your video creatives

If you want your video ads to appear optimally across different devices, it's recommended to use different video ratios for Video and App campaigns:

• Horizontal 16:9
• Vertical 9:16
• Square 1:1
• Both vertical 9:16 and square 1:1

Tip: Upload ads with different messages

For both app and video campaigns, upload different versions of multiple videos across the recommended ratios. For example, you might upload multiple videos of each type (vertical, square and horizontal), with each video having a different message. Run these assets in the same Video or App campaign.

Optimise your vertical video

The video player on the YouTube app will automatically adapt video dimensions to the player, whether your video is square, vertical or horizontal.

Safe zones for vertical video ads on YouTube

Vertical video ads may show up on in-stream, in-feed and YouTube Shorts across mobile, desktop or TV screens.

Overlays, call to actions and buttons may appear in different places depending on the format, campaign type and screen.

Use this image as a reference to ensure that important elements like your logo, product, supers and others are within the red safe area to avoid risk of elements being covered within certain inventory.

How different videos appear on the YouTube app

Vertical video on initial video impression

The image below shows how a vertical video appears in various video player modes.

• At left: How a vertical video appears if the viewer engages fullscreen mode.
• At centre: The portion of a 9:16 vertical video that is cropped for the initial ad impression.
• At right: How the video ad appears upon ad impression.

Square video on initial video impression

The image below shows how a square video appears in different video player modes.

• At left: How a square video appears when the viewer engages fullscreen mode.
• At centre: Cropping behavior (none).
• At right: How the video ad appears upon ad impression.

Viewer engagement with the YouTube app

For both square and vertical videos, when the user interacts with the YouTube app, such as by scrolling through related content under the video, the video player can compress up to a 1:1 aspect ratio. This will crop the displayed video at the bottom and top and allow the user to interact with the content they chose below.

Review your performance

When you have square and vertical videos, you should review your ad performance, bids, budgets and inventory to maximize performance. For square and vertical videos, the 2 metrics 'Viewable Rate' and 'Viewable Impressions' reflect the viewability of the video player, unlike most video traffic, where the metrics reflect the viewability of the creative. This distinction may meaningfully impact figures for these 2 metrics.