Stuff reduces wrist yoga with NZ-first mobile innovation

In a New Zealand first for news innovation, Stuff has launched Stuff Shorts, using technology to deliver content to mobiles in the format that now means 4 out of 5 people don’t need to rotate their phone to keep up with the latest news on Stuff.co.nz.  

Stuff Shorts stories, served vertically, will from today appear daily on Aotearoa’s biggest digital news platform. The videos and stories meet audiences where they are, serving news and entertainment content how they want it.

Stuff Shorts includes breaking and live news, explainers, audio, Stuff quizzes and polls, as well as travel, home and food inspiration. 

It’s a new way for Stuff’s exceptional journalists and talent to deliver news, information and entertainment as it happens, bringing audiences closer to news in action.

Stuff is the only news platform in New Zealand delivering this new technology, with this format championed by many social platforms. The global trends show that vertical content drives deeper audience engagement and improves video completion rates. 

Global research shows four out of five (82.5%) mobile phone users use their phones in portrait orientation*, and that two-thirds (65%) of devices remain in that vertical orientation during an ad presentation**. 

Matt Headland, Managing Director of Brand Connections, says brands can elevate their digital advertising within Stuff Shorts formats.

“It’s a win-win for both audiences and customers alike,” he says. OMD leapt at the chance to be our vertical content launch partner, helping us to showcase this new technology to our audience and their clients.”

Stuff Shorts is available now on desktop and mobile web, and will be available via the app in the New Year. 

*Mobile Overview Report (MOVR) 2018

**Receptiv BRL Neuro Research Brand Receptivity in Mobile 2017