Publishers put a great deal of effort into producing video and surprisingly little into deciding where it goes. Yet placement often matters more than the content itself: a strong clip in the wrong spot goes unwatched, while an ordinary one in the right spot gets seen by most readers.
These are the main placements for vertical video on publisher pages, what each is good for, and how to choose.
In-article
A vertical card sits inside the story, usually after the first few paragraphs. It shows a poster or a short muted preview; tapping it opens the full-screen feed.
Good for: catching readers who are already engaged with the topic. The card can show a clip related to the article, which makes the tap feel natural.
Watch out for: placing it too high, before the reader has committed to the story, or too low, where only a fraction of readers reach it. Make sure it reserves its space so the text does not jump when it loads.
Story launcher
A row of round story bubbles sits near the top of the homepage or a section front, similar to the stories row readers know from social apps. Each bubble opens the feed at a different topic or clip.
Good for: homepages and section fronts, where readers are browsing rather than reading. It gives video a prominent but compact home.
Watch out for: too many bubbles, or bubbles that never change. Refresh them regularly so returning readers see something new.
End of article
A module appears where the story ends, often as a horizontal row of vertical cards or a single prominent entry point.
Good for: the moment when the reader decides what to do next. Without something compelling here, most readers leave. Video gives them a reason to stay.
Watch out for: competing with too many other end-of-article modules. Pick the one that matters most.
Floating or sticky
A small player stays on screen as the reader scrolls.
Good for: keeping a video visible during long articles.
Watch out for: covering text or other controls on small screens. If you use it, make it easy to close and keep it out of the reading area.
In apps
In news and content apps, the same vertical experience can sit in the article view, on the home screen or in a dedicated video tab, delivered through an SDK.
Good for: readers who already spend long sessions in your app.
Watch out for: inconsistency with the web. Readers who use both should find the experience familiar.
How to choose
Start with the question each page answers for the reader:
- Article pages: “Tell me about this.” In-article and end-of-article placements fit best.
- Homepages and section fronts: “What’s going on?” A story launcher fits best.
- Apps: “Keep me informed.” Home screen and article placements, plus a video tab for heavy users.
Then test. Compare open rate and swipe-through depth by placement, and remember that the placements work together: a launcher on the homepage and an end-of-article module can serve different readers without competing.
We show each of these placements on our vertical player page. Whichever you choose, the principle is the same: put video where the reader already is, at the moment they are ready for it.
