YouTube on Sept. 12 launched vertical video ads, a format already offered by Facebook, Instagram, Spotify and, of course, Snapchat. Marketers said they expect YouTube’s to be used differently from Instagram’s and Snapchat’s, though.
Since the ads appear as pre-roll before a YouTube video, they’re similar to the TV-like ads already on YouTube rather than those on Snapchat and Instagram that encourage people to swipe up.
“People just don’t use YouTube in the same way. When I’m on Instagram, my fingers are flying. On YouTube, you’re more holding the phone and watching,” said Mark Douglas, CEO of ad tech company SteelHouse.