YouTube is rolling out new features aimed at making its platform more advertiser-friendly. Key initiatives include:
Format buying controls to customize ad placements, like running a campaign exclusively on Shorts
New Shorts-specific ad formats like interactive “stickers” and animated image ads
Expanded data on Shorts viewers to improve targeting and measurement
Streamlined tools for brands to collaborate with creators and feature their content in ads
Why we care. YouTube’s updates provide more customization, interactivity and measurement capabilities to effectively reach engaged viewers across its growing Shorts format and creator ecosystem.
By investing in these tools and formats, you increase your chance of connecting with your audiences through a mix of traditional, short-form, and creator-led content, maximizing reach and engagement on one of the largest video platforms.
The numbers (as reported by Google):
YouTube Shorts now account for 40% of YouTube viewers who don’t use TikTok or Instagram Reels, per a Morgan Stanley survey
Partnership ads featuring creator content can drive up to 20% higher conversions on the Shorts feed compared to advertiser-branded ads, per YouTube internal data.
What they are saying. “Today’s announcements are designed to make all of these surfaces more powerful, with a special emphasis on Shorts ads,” YouTube said in its announcement.
Bottom line. YouTube is pulling out the stops to help brands make the most of its platform and creator ecosystem, as it vies to cement its position in the intensifying battle for digital video ad budgets.
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