Google unveiled new advertising capabilities for YouTube Shorts at the IAB’s NewFronts event this week, paving the way for brands to more seamlessly integrate with trending short-form video.
Extending the range with shorts
Google’s YouTube Shorts platform, a direct competitor to TikTok’s short video format, has been presented as an ideal opportunity for advertisers to connect with new audiences.
To capitalize on this potential, Google is expanding shorts to video reach campaigns.
These campaigns use Google’s AI technology to deliver an optimal mix of ads, improving reach and efficiency.
In addition, Google is adding integrated video ads to video reach campaigns, meaning these ads will appear in YouTube’s home feed and search results.
Previously, advertisers had access to short inventory through more performance-based ad formats such as app install campaigns, peak performance and video action campaigns to drive online sales and potential customers.
Positioning brands in the middle of trending content
Google is expanding its YouTube Select tool to shorts.
This tool allows advertisers to select from content packages curated by YouTube, offering a premium package that is constantly updated with the most popular videos.
To put brands at the forefront of trending content, Google is introducing a new feature called “First Position on Shorts.”
This feature allows an advertiser’s content to be the first video a viewer sees when they start a short scrolling session.
Initially, this feature will only be available for YouTube Select videos, but plans to expand it more broadly.
A growing platform
YouTube Shorts has seen considerable growth, with the platform generating 50 billion daily views, up from 30 billion in Q1 2022.
There has been a substantial increase in the number of channels being uploaded to Shorts, with growth exceeding 80% by 2022. Additionally, YouTube has made it possible for creators to monetize Shorts through revenue sharing, which is likely contributes to this growth.
Despite Shorts’ positive growth trajectory, it’s worth noting that Google has reported a second consecutive decline in YouTube ad revenue, signaling some challenges within the broader advertising industry.
In the first quarter of 2023, YouTube’s ad revenue fell 2.6% compared to the same period a year earlier.
To sum up
Integrating short video advertising into campaigns is a key focus for Google as it continues to innovate in the advertising space.
By leveraging YouTube Shorts for awareness campaigns, brands can make a strong connection with YouTube’s increasingly diverse and dynamic audience.
source: Google
Featured image: Tada Images/Shutterstock
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