- Google is introducing new advertising features on YouTube Shorts, including expanding video reach campaigns and launching a “First Position on Shorts” feature.
- YouTube Shorts is a rapidly growing platform, with daily views reaching 50 billion.
- Despite the opportunities presented by YouTube Shorts, Google’s advertising revenue has declined, indicating potential challenges in the advertising industry.
Google has unveiled new advertising capabilities for YouTube Shorts at the IAB NewFronts event this week, paving the way for brands to integrate with trending short-form videos more seamlessly.
Expanding Reach With Shorts
Google’s YouTube Shorts platform, a direct competitor to TikTok’s short-form video format, has been presented as an ideal opportunity for advertisers to connect with new audiences.
To leverage this potential, Google is extending Shorts into video reach campaigns.
These campaigns utilize Google’s AI technology to deliver an optimal mix of ads, thereby enhancing reach and efficiency.
Additionally, Google is incorporating in-feed video ads into video reach campaigns, meaning these ads will appear on YouTube’s home feed and search results. Previously, advertisers had access to Shorts inventory through more performance-driven ad formats like App Install campaigns, Performance Max, and Video Action campaigns to drive online sales and leads.
