San Francisco: According to a recent announcement by YouTube, the platform, which is owned by Google, is introducing fresh ad formats for its short-form feature known as Shorts.
The company stated that it is expanding the use of Shorts into its video reach campaigns, which leverage Google AI to optimize ad delivery, improve the reach and enhance the efficiency of ads on YouTube
. In a blog post, Google explained, “Video reach campaigns use Google AI to serve the best combination of ads, and improve your reach and efficiency on YouTube.”
As part of this new development in Video reach campaigns, individuals can upload a vertical video of 60 seconds or less, alongside their other materials.
Besides the Shorts feature, YouTube is integrating “In-feed video ads” into Video reach campaigns, providing more avenues to engage with viewers across the platform.
Additionally, the introduction of the YouTube Select Run of Shorts lineup aims to provide users with further advertising opportunities.
The new technology allows users’ advertisements to be displayed on the most popular and relevant videos in viewers’ Shorts feed, keeping their brand at the forefront of their mind as they browse through recent videos.
The company’s latest offering, First Position on Shorts, which is being tested on YouTube Select, enables advertisers to capture viewers’ attention at the start of their viewing session.
According to the company, “When a viewer opens YouTube Shorts and starts watching, your ad is the first one they will see. This lets you land a strong first impression in a highly immersive environment.”
In the March quarter, YouTube experienced a 2.6% decline in advertising revenue (YoY), marking the third consecutive quarter that the company’s ad revenue has decreased.
For the quarter ending on March 31, YouTube recorded advertising revenue of $6.69 billion, compared to $6.87 billion during the same period in the previous year.
Despite this, the platform is observing progress in Shorts, with watch time and monetization steadily increasing.
