Google Integrates Vertical Video Ads Across Multiple Channels

Google has introduced 'Vertical Video Unification' in its Display & Video 360 (DV360) platform, allowing advertisers to buy and measure vertical video programmatically across multiple channels. This means that advertisers can upload their vertical video assets once and distribute them across various apps, sites, and publishers simultaneously.

The new feature is powered by Gemini AI measurement capabilities and aims to centralize media buys for advertisers. With this unification, advertisers can manage channels, social media, and publishers from one place, eliminating the need to log into multiple platforms and set up separate budgets.

According to Google, vertical video ads have a different aspect ratio and orientation than traditional or horizontal videos, which affects how users interact with brands. Artificial intelligence has helped improve performance, as seen in Unilever's early tests, where campaign reach increased by 24% and cost per unique user fell by 25%.

DV360 now provides one view of reporting across multiple channels, offering insights into publishers driving the highest completion rates, total reach, and frequency. Gemini AI also tracks how users interact with top-of-funnel vertical video ads on one platform and links that behavior to mid-funnel consideration or bottom-of-funnel conversion actions on another.