YouTube is introducing new tools to help brands leverage creator content and Shorts ads
YouTube is rolling out new features to make its platform more advertiser-friendly. Key initiatives include:
- Format purchase controls to customize ad placements, such as: E.g. running a campaign exclusively on Shorts
- New Shorts-specific ad formats such as interactive “stickers” and animated image ads
- Expanded Shorts viewership data to improve targeting and measurement
- Streamlined tools for brands to collaborate with creators and showcase their content in ads
Why it matters to us. YouTube’s updates provide more customization, interactivity and measurement features to effectively reach engaged viewers in the growing Shorts format and creator ecosystem.
By investing in these tools and formats, you increase your chance of engaging with your audience 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):
- According to a Morgan Stanley survey, YouTube Shorts now account for 40% of YouTube viewers who don’t use TikTok or Instagram Reels
- According to YouTube’s internal data, partnership ads with content from creators in the Shorts feed can drive up to 20% higher conversions compared to advertiser-branded ads.
What they say. “Today’s announcements are aimed at making all of these surfaces more powerful, with a particular focus on Shorts ads,” YouTube’s announcement said.
Conclusion. YouTube is committed to helping brands get the most out of its platform and creator ecosystem as the company looks to solidify its position in the intensifying battle for digital video ad budgets.
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About the author
Anu Adegbola is Search Engine Land’s Paid Media Editor since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
Delivering digital marketing campaigns (primarily but not exclusively paid search) by developing strategies, maximizing ROI, automating repetitive processes and increasing efficiency across all areas of marketing departments through inspiring leadership on both the agency, client and marketing technology sides .
Outside of editing Search Engine Land articles, she is the founder and host of the PPC networking event – PPC Live weekly podcast PPCChat Roundup.
She is also an international speaker and has presented on some stages such as SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
