Pixels on computer monitors are usually square, but pixels used in digital video often have non-square aspect ratios, such as those used in the PAL and NTSC variants of the CCIR 601 digital video standard, and the corresponding anamorphic widescreen formats. Therefore, a 720 by 480 pixel NTSC DV image displayes with the 4:3 aspect ratio (the traditional television standard) if the pixels are thin, and displays at the 16:9 aspect ratio (the anamorphic widescreen format) if the pixels are fat.The popularity of viewing video on mobile phones has led to the growth of vertical video. Mary Meeker, a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers, highlighted the growth of vertical video viewing in her 2015 Internet Trends Report – growing from 5% of video viewing in 2010 to 29% in 2015. Vertical video ads like Snapchat’s are watched in their entirety 9X more than landscape video ads.[4] The format was rapidly taken up by leading social platforms and media publishers such as Mashable[5] In October 2015 video platform Grabyo launched technology to help video publishers adapt horizotonal 16:9 video into mobile formats such as vertical and square.
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