From ads to social media posts, the iPhone has changed the direction of how marketers must now present a brand’s visual content. Vertical viewing is now the mainstream on mobile, and brands that have planned adverts specifically for vertical formats have fared better than campaigns with roots on TV that are quickly reformatted for the iPhone.
UFC’s vertical video ads for example showed an 89% average video completion rate and 10% average engagement rate with users, meaning one in ten viewers who watched the advert took action. This ad campaign exceeded marketers’ expectations in contrast to UFC’s horizontal ads, and we will no doubt see more brands targeting millennials in this format in the future.
Looking ahead at the iPhone 8
Apple is due to launch the iPhone 8 later this year. Shrouded in mystery, it’s expected to further revolutionize technology, design and photography. Rumoured features include augmented reality, a 3D front-facing camera for higher quality selfies, facial and iris recognition technology, and enhanced low-light capabilities.
These image technology features will continue to take the lead on developing image trends that we see not just on friend’s social media pages, but in marketing campaigns as well. As we pass this 10-year milestone, the power of the iPhone on photography, and visual culture, cannot be underestimated.