YouTube unveils new tools to help brands tap into creator content & Shorts ads

YouTube is rolling out new features aimed at making its platform more advertiser-friendly. Key initiatives include:

Customized Ad Placements

YouTube is introducing format buying controls that allow advertisers to customize ad placements, such as running a campaign exclusively on Shorts, the platform’s short-form video feature.

New Ad Formats for Shorts

YouTube is introducing Shorts-specific ad formats like interactive “stickers” and animated image ads to enhance engagement and interactivity with viewers.

Enhanced Data on Shorts Viewers

The platform is expanding data on Shorts viewers to improve targeting and measurement capabilities for advertisers, helping them reach their desired audience more effectively.

Streamlined Collaboration Tools for Brands and Creators

YouTube is simplifying tools for brands to collaborate with creators and feature their content in ads, enabling more seamless partnerships and content integration.

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, advertisers increase their chances of connecting with 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:

• YouTube Shorts now account for 40% of YouTube viewers who don’t use TikTok or Instagram Reels, according to 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, based on 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 all 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.

Frequently Asked Questions

1. How will the new ad format buying controls benefit advertisers?

The new ad format buying controls will allow advertisers to customize their ad placements, including running campaigns exclusively on Shorts, enhancing targeting and engagement with viewers.

2. What are some of the new ad formats introduced for YouTube Shorts?

YouTube has introduced interactive “stickers” and animated image ads as Shorts-specific ad formats to increase interactivity and engagement with viewers.

3. How can brands benefit from the expanded data on Shorts viewers?

The expanded data on Shorts viewers will help brands improve targeting and measurement capabilities, enabling more effective reach and engagement with their desired audience on the platform.

4. How do partnership ads featuring creator content perform compared to advertiser-branded ads on Shorts?

Partnership ads featuring creator content can drive up to 20% higher conversions on the Shorts feed compared to advertiser-branded ads, as per YouTube internal data.

5. What is YouTube’s goal with these new features and updates?

YouTube aims to enhance its platform for advertisers by providing more customization, interactivity, and measurement capabilities, ultimately helping brands maximize their reach and engagement on the platform.