THE USE OF VERTICAL VIDEOS IN ADVERTISING AND ITS IMPACT ON ORGANIC TRAFFIC AND AUDIENCE ENGAGEMENT

This research examines the effectiveness of vertical video content in mobile advertising, aiming to understand its impact on audience engagement. A review of market statistics and case studies reveals that vertical videos achieve a significantly higher completion rate, averaging 90%, compared to horizontal videos. This format capitalizes on the growing trend of mobile traffic, offering advertisers an opportunity to convey concise and compelling messages to their target audience. The findings emphasize the importance of adapting content formats to meet the changing needs of consumers. They highlight the significance of engaging storytelling and innovative ideas in maximizing reach and optimizing performance on social media platforms.