YouTube announces new Shorts advertising features

Add Shorts to maximize efficient reach

YouTube Shorts is where pop culture meets self-expression. Just look at the recent #IAmYourMother challenge, and all the fun ways people riffed on it. When viewers turn to Shorts, they’re in the mood for discovery — which creates an ideal environment for advertisers to reach new audiences.

That’s why we’re expanding Shorts into Video reach campaigns. Video reach campaigns use Google AI to serve the best combination of ads, and improve your reach and efficiency on YouTube. In addition to Shorts, we are adding In-feed video ads to Video reach campaigns to bring more opportunities to connect with your audience across YouTube. Paramount+ Mexico was one of our early partners to test the latest version of Video reach campaigns. To drive efficient reach and brand impact around its new movie, At Midnight, Paramount+ Mexico spread the message across YouTube’s in-stream, In-feed and Shorts ad experiences. In addition to reaching new audiences, the campaign drove higher efficiencies and higher ad recall (compared to in-stream ads alone). This means short-form video is an essential ingredient for brand campaigns.

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.

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