As publishers adapt to declining search traffic and changing audience consumption habits, many are investing in new formats designed to deepen engagement on owned digital properties. The launch of Vertical Video by JWX reflects a broader shift within the MarTech and digital publishing ecosystem toward immersive, mobile first content experiences that prioritize engagement and time spent on site.
JWX, a technology company focused on helping media organizations distribute and monetize content across platforms, has introduced Vertical Video, a product that enables publishers to create interactive, swipeable video experiences directly on their websites. Designed to replicate familiar social media interactions, the solution allows publishers to deliver short form video environments while maintaining full ownership of audience relationships and monetization opportunities.
The company said the product arrives at a critical moment as publishers face declining referral traffic from traditional search channels and increasing pressure to build habitual audience behavior. Vertical Video allows media companies already producing short form vertical content for social platforms to repurpose that material into branded experiences hosted on their own sites, without requiring significant infrastructure changes.
The platform integrates directly into existing publishing environments through a single line JavaScript implementation, reducing engineering complexity and enabling rapid deployment. Publishers can maintain full control over branding, layout, and user experience while incorporating native monetization capabilities aligned with existing advertising strategies.
JWX also plans to expand functionality by enabling publishers to generate vertical video directly from their existing content libraries. Following its acquisition of Augie, now operating as JWX Studio, the company provides tools that transform horizontal and long form video into vertical formats, extending the lifespan and reach of archived content while allowing experimentation with new audience engagement models.
“JWX is an indispensable partner as we continue to uncover new opportunities for engaging our audience, and Vertical Video is a great addition to their product portfolio,” said Kyle Whitfield, Vice President, Consumer Revenue at The Times Picayune. “Beyond its strategic value, Vertical Video has been remarkably easy to implement, helping us get more engaging content onto our site without slowing down our workflows.”
The product aligns with JWX’s broader strategy summarized as “Create Once, Adapt Everywhere,” enabling publishers to reuse content efficiently across formats while meeting advertiser demand for innovative sponsorship opportunities. Vertical Video is also designed to appeal to younger, mobile first audiences who increasingly expect social style content interactions regardless of platform.
Integrated with JWX’s Strategy Rules product, publishers can test and optimize performance across video and non video formats using data driven experimentation tied to engagement and monetization metrics. This approach allows content teams to expand distribution and monetization surfaces without disrupting workflows or advertising infrastructure.
“Publishers are grappling with a fundamental strategic shift as they move from simply attracting traffic to deeply engaging audiences across a fragmented landscape,” said John Nardone, CEO of JWX. “To succeed, publishers must reclaim the primary role of owning consumer attention and building habitual return behavior. Vertical Video helps them do this, by bringing a social-like experience to publishers’ own properties, ensuring that audiences of all generations have the opportunity to deepen their relationship with content.”
With the introduction of Vertical Video, JWX advances its vision of creating an orchestration layer that helps publishers transform, distribute, and monetize storytelling at scale, signaling how video innovation is becoming central to sustainable audience growth and publisher revenue strategies.
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