Despite the ubiquity and influence of vertical video on Snapchat, Google’s research found that on YouTube at least, vertical video is not more effective than horizontal presentation.YouTube also found that commercials viewed with sound on are always more effective. That’s one of Facebook’s struggles— ads usually play on mute unless a user turns on the audio. (Video on YouTube, including ads, plays with the sound on.)Superimposing text, adding another dimension to a story also proved effective. That’s a technique that Facebook popularized to counter the challenge of muted ads.But perhaps most importantly, pacing was everything in YouTube’s creative tests. The biggest factor influencing performance was the quickness of the cuts and how fast the story unfolded.