Vertical video isn’t just for TikTok anymore. Publishers are now testing it on their own sites to capture the attention of swipe-happy audiences while keeping more ad dollars in-house.
I recently spoke with Jonathan Hills, SVP of Product at Trusted Media Brands (TMB), and Karan Dalal, COO of Media.net, about how they’re bringing vertical video to the open web through Bytes, Media.net’s AI-enabled vertical video platform.
It’s a tool for publishers to experiment with new formats, engage readers, and explore revenue opportunities while maintaining editorial control.
From Social Swipes to Publisher Pages
“Consumer behavior has shifted to be more vertical video first,” Hills said. “We wanted an experience that worked for the user and also felt natural on the open web.”
Hills described several approaches for integrating vertical video. One standard method is an embedded module or widget that previews content and expands to full screen when tapped.
But there’s no one-size-fits-all formula. Depending on the content, vertical video can become more prominent and almost like the hero of the experience, with placements and designs tailored to the brand and page context.
Experimentation isn’t limited to format, though. Hills explained that some modules play a short, sound-off preview to entice the initial tap. “If the content’s compelling enough,” he said, “that’s what drives people to explore more.”
That focus on engagement echoes insights shared during Media.net’s launch event for Bytes earlier this month. During a panel discussion, TIME’s COO, Mark Howard, noted that more young people view TikTok as their primary source of news than any other platform – which is more evidence that publishers need to evolve their video offerings to meet audiences where they already are.
The numbers support the push to vertical video: 71% of mobile users prefer it and short-form vertical clips deliver 2.5x higher engagement than traditional horizontal video, according to Media.net.
Vertical Video as an Engagement and Revenue Tool
But beyond keeping readers on the page, vertical video can also be a powerful vehicle for advertising, enabling publishers to tap into budgets that typically flow to social platforms, Dalal said.
“Vertical video has become one of the highest-performing ad units,” he said. “Publishers can sell into vertical video experiences, creating new revenue streams outside of standard display or pre-roll.”
Early results from publishers experimenting with vertical video are encouraging. Steve Florio, SVP of Global Supply Partnerships at Media.net, noted that although it’s early days, publishers are already seeing a 100-second boost in session time across their sites.
Alysia Borsa, Chief Business Officer, People Inc., added that success requires careful practice and iteration. Simply adding vertical video to a site doesn’t guarantee engagement. Publishers should take the time to test and learn what resonates with their audience, including location on the page, design, and presentation.
And what works for audiences can work for advertisers, too.
Publishers offer a premium, brand-safe setting for vertical video ads that distinguishes them from social platforms full of user-generated content, Rachael Savage, SVP of Ad Revenue Operations at Hearst, explained on the panel.
“By combining high-quality content with a controlled environment, publishers can deliver vertical video experiences that are both compelling for users and reassuring for advertisers,” said Savage.
AI, Editorial Control, and the Open Web
In addition, Media.net’s Byte tool is using AI to help create vertical video experiences.
Bytes converts written editorials into visual content, identifies currently trending and evergreen articles on publisher sites and then converts them into vertical video formats. Crucially, Dalal said, editorial teams always have final approval. Every generated video is made available in a publisher dashboard for editors to review and approve before it goes live.
“We didn’t want to be content creators,” said Dalal. “Editorial is the main driver of new content creation. We make it available as another tool to get users engaged with your content.”
The engagement metrics are promising, he said. Publishers that have leaned into this approach are seeing higher click-through rates, with between 3% to 5% of users returning to an article after viewing a vertical summary. In other words, vertical video can help bring users back to consume more content, Dalal added.
For TMB, these tools are driving both stickiness and authenticity, said Hills, who noted that Media.net’s Bytes product has enhanced TMB’s user experience and helped his team achieve their engagement goals.
“We’re looking to build stronger connections with our best users and give them an experience that really delights them [so] they want to stay around and come back more often,” he said.