Today in Digital Marketing

New Ad Formats Coming To YouTube Shorts 

May 1, 2023 | Industry Articles

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Today in Digital Marketing

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In its push to short-form video, YouTube introduced several new Shorts ad formats today.

🤖 More Ad Formats = More AI 

The platform is expanding its Video Reach ads to Shorts, which uses AI to optimize brand reach through a combination of formats like skippable and 6-second ads. Video reach campaigns aim to drive brand awareness.

Previously, Shorts inventory was only available through performance-oriented ad formats, such as:

  • App Install campaigns
  • Performance max
  • Video action campaigns

But now Reach ads will also be expanded to the in-feed environment, including on the company's home feed and search results. 

▶️ YouTube Select 

YouTube Select, a tool that lets advertisers choose curated packages of content, will also now be available for Shorts.

Finally, YouTube is launching a new ad placement that will let advertisers purchase the first ad a viewer sees when scrolling through Shorts. TikTok offers a similar format, which is popular with advertisers.

According to a YouTube spokesperson, that placement will initially be limited to YouTube select videos but will be expanded later on.

Image: Canva

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Tod Maffin is a veteran tech-business journalist. He spent a decade as the National Technology Reporter for Canada’s public broadcaster, and has written for major publications like the New York Times, Globe and Mail, and more.

Besides hosting the podcast, Tod is president of engageQ digital, a social media engagement and moderation agency, and is author of several books, and spent 20+ years as a professional conference keynote speaker.

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