9:16 format

Why are ads turning vertical?

The ubiquity of smartphones has shifted the visual landscape of ads. From expansive wide shots, we are now down to a centre-focused approach, prioritising vertical viewing on social media platforms. This ‘vertical takeover’ has forced filmmakers and advertisers to rethink their storytelling methods, emphasising concise, impactful visuals that align with the demands of the 9:16 screen. Experts discuss the ins and outs of this phenomenon.