Because not everybody loves conformity, Apple introduced the A Closer Look video as their solution to mixed-orientation screenshot gallery assets. This way you don’t have to choose only landscape or only portrait orientations for your assets; you can simply upload both and Apple will do the rest. So for example, if you upload a portrait gallery and one landscape video *poof* the A Closer Look section magically appears just for you. The Apple genie(us) granted your wish for another asset with which to target your users.
Three types of users come into contact with the A Closer Look video; lapsed users, search users, and explorative users are all exposed to it. And with this knowledge, real targeted messaging can be created.