YouTube’s adding more ways for brands to advertise via YouTube Shorts to tap into short-form content consumption trends, thus maximizing your branding opportunities in the app. YouTube seems to be keen to make history as the platform to revolutionize content monetization by essentially making short-form content profitable, although how that’ll happen exactly is what remains a mystery.

Placed Short

First off, YouTube’s adding Shorts into Video Reach campaigns, which use AI to place your ads to improve reach and efficiency. As per Google:

“With this update to Video Reach campaigns, you simply upload a 60-second (or shorter) vertical video along with your other assets. If you’d prefer to use existing horizontal creative, YouTube’s campaign setup tools include AI-powered features that automatically adapt and optimize your videos for the vertical screen.”

Video Reach campaigns utilize a wide array of ad placement options to help you reach the right audience with your ads, which will also now include Shorts as a surface where your promos can be shown. To add to this, YouTube says that it’s also throwing in In-Feed video ads to Reach campaigns too, providing even more ways to maximize your ad exposure through Google’s ever-improving AI placement.

YouTube’s also adding Shorts placement to YouTube Select, its premium ad presentation option, which ensures that your promotions are shown alongside the day’s top trending content.

“With the new First Position on Shorts, piloting across YouTube Select, advertisers can break through at the start of a viewing session. 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.”

YouTube’s been working to help both advertisers and creators tap into the potential of Shorts, with Shorts content now seeing over 50 billion daily views, almost double the rate it was seeing a year ago. The explosion of short-form video is driving all new viewing behaviors, in all apps. With that, a lot of brands will need to reassess their advertising approach to better align with audience response.

The Wrap

These new ad placement options will help in this respect, while the broader shift also sees a bigger focus on entertainment, as opposed to social interaction. It seems that even in video, social graphs, or sharing your thoughts and opinions are in decline, with most users opting instead to seek out more engaging and entertaining content. YouTube chose to approach this interestingly, and the results could prove beneficial for the platform.

Sources

https://bit.ly/3NwA7al