Quibi’s Dual Experiences Pose Real Creative Challenges — and Opportunities
[the following is contributed commentary from PadSquad founder & CEO Daniel Meehan]
Digiday’s Tim Peterson published a really interesting piece on the mobile video service this week, getting into the questions and concerns around creating two separate experiences for viewers: One vertical and one horizontal, depending on how they’re holding the device.
On the one hand, this is an intriguing challenge for content producers and advertisers alike. For much of the last few years, the push has been to design all content to be vertical — though that vertical content looks exactly the same when viewed horizontally. This demand literally turns that idea on its side, presenting entirely different experiences depending on the orientation of the device.
Though Quibi acknowledges the extra spend required here, that doesn’t make up for the extra time required to create two separate assets. Now, that could wind up being minimal over time as creatives adjust to this new dynamic. However, it’s still going to be difficult to apply the same level of nuance and care when pushed to crank out twice the work for the same net output.
Right now, Quibi’s the only company looking at this idea, but even a marginal amount of success with it could make the dual experiences approach spread like wildfire. I’m curious if the industry catches up quickly to what would be required to succeed here, or if enough hold out to prevent it from every really becoming a reality. It just takes a couple major players on the content or ad side to buy in, of course, and then everyone else will have to start chasing.
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