YouTube Introduces New Ad Format On Shorts Feature

YouTube will release a new ad format on the Shorts feature. (photo: dock. pexels)

JAKARTA - YouTube announced it will release a new ad format on its Shorts feature in its Newfront YouTube presentation event on Monday 2 May. The company will expand Shorts into a video reach campaign.

The video reach campaign uses Google artificial intelligence to increase ad coverage by combining ad formats such as skipable ads and unpassable ads. With this update, advertisers can now upload vertical videos for 60 seconds to reach the audience involved.

Previously, brands could only access Shorts inventory through the Video action campaign and the Install App campaign, announced on Google Marketing Live 2022.

According to an official YouTube report, Paramount+ is one of the early partners testing the latest version of the video reach campaign. This streaming service promotes its new film, "At Midnight", through in-feed, in-stream, and Shorts. According to YouTube, Paramount+'s latest advertising campaign "propelled higher efficiency and higher ad recall" compared to having only in-stream ads.

Currently, Shorts attracts 1.5 billion viewers every month and Shorts is now seeing 50 billion daily shows.

YouTube also announced that the reach ad will be extended to the homepage. In addition, the company added that YouTube Select, a targeting solution for advertisers to select content packages and connect further with their audience, will be coming to Shorts.

This will allow brands to display ads next to popular and relevant short videos. Shorts line up for YouTube Select will be available by the end of this year.

In addition, YouTube allows advertisers to turn their ads into the first ads viewers see after they start rolling out Shorts.

TikTok, Shorts' main rival, has similar tools for advertisers.

"Since we launched Shorts and a video action campaign last year, we've seen a lot of brands really take advantage of how they can use Shorts," said Kristen O'Hara, Vice President of the Agency and Brand Solutions, during a Newfront presentation. Techcrunch.

In its latest revenue report, YouTube earned 6.69 billion US dollars (Rp100.1 trillion) in advertising revenue, down 2.6% compared to the previous year. However, YouTube continues to focus on Shorts as its pride. Earlier this year, Shorts reached 50 billion daily shows.