YouTube Shorts Now Accepts Ads
YouTube Shorts, the micro-video platform which launched in 2020 as YouTube’s reply to the short-form dominance of TikTok is now accepting ads.
During a recent Google Marketing Live event, Google VP and general manager of ads Jerry Dischler revealed YouTube’s plan to bring more scale to its already-massive ad business. “We’ve been experimenting with ads in YouTube Shorts since last year,” Dischler said, “and we are pleased to announce that we’re gradually rolling them out to all advertisers, around the world.”
YouTube has been teasing ads on Shorts since last October, when the TikTok competitor celebrated its one-year anniversary. “We are working on a long-term business model,” YouTube exec Kevin Ferguson said at the time. “We are lightly testing ad formats right now.” About six months after that, YouTube CEO Susan Wojcicki hinted at a “new form of monetization for Shorts creators” while chatting with streaming star Ludwig Ahgren. Wojcicki said the new format would be “more scaleable” than the YouTube Shorts Fund, which has paid out a nine-figure sum among the platform’s top tier of creators.
YouTube Shorts now generates more than 30 billion daily views, a 4X growth rate since it began according to Google, this increase in usage is a clear indication of user demand for a mix of long and short-form video.
On the ad side, YouTube Shorts been slowly rolling out and experimenting with [in-stream] App ads and ads from Video action campaigns, and the results have been very positive, which is why they are being rolled them out further.
It remains to be seen whether or not there will be a need for specific formats that work within the scrolling engagement that is generated within shorts, right now according to Google the existing formats seem to be performing pretty well.
YouTube Shorts has seen massive growth in interest over the past 12 months. To help marketers tap into Shorts, Google’s has integrated Shorts placement into its ‘Video Action and App campaigns’, which enable brands to connect product feeds into their Shorts promotions.
This make Shorts promos much more shoppable, by providing direct product links directly in-stream. The Google-owned video site’s short video option will gradually roll out to all advertisers globally.
Video action campaigns and application campaigns on Google automatically scale to YouTube Shorts, giving brands access to people viewing short-form content.
Dischler said in his keynote address Tuesday, “We are developing a full range of solutions so that you can go all in on video, at all stages of a user’s journey and on every device. To start, we’ve been experimenting with ads in YouTube Shorts since last year, and we are pleased to announce that we’re gradually rolling them out to all advertisers, around the world.”
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With 30 Billion daily views, YouTube Shorts represents a huge potential audience for your video ads. VideoFresh are experts in crafting the perfect videos to optimize your response on this platform. Contact us today to schedule a call to discuss in more detail.