YouTube has announced updates to its advertising platform, introducing new formats and measurement tools while strengthening creator partnerships. These updates aim to help brands stand out and make valuable connections on YouTube, including on Shorts and with YouTube creators.
Enhancements in Advertising
New Formats and Measurement Tools:
- AI-powered video campaigns: Serve across Shorts, In-stream, and YouTube Feed for various marketing objectives.
- Format buying controls: Customize campaigns, such as running exclusively in the Shorts feed or showcasing horizontal creative in-stream.
- New ad formats: Stickers on Shorts ads and animated image ads for Demand Gen campaigns, making ads more interactive and visually appealing.
- Video enhancements: Google AI flips original videos to create new aspect ratios, preserving key elements for diverse formats.
- Expanded data segments: Include viewers with shorter view durations to grow audiences faster.
- Improved lift measurement: Third-party sales lift measurement for Shorts ads and Brand Lift surveys in the Shorts environment.
Strengthening Creator Partnerships
Creator-Driven Ads:
- Partnership ads: Authentic creator videos available globally across all AI-powered campaign types in Google Ads, improving performance and conversions.
- Video linking API: Manage multiple requests and enable creators to tag partners in their brand videos.
- Central management: A new page in Google Ads to manage creator partnerships, rolling out over the next few months.
Creator Takeovers:
- YouTube Select Creator Takeovers: Own 100% share of voice on select top creator channels for awareness campaigns, now available in the US and expanding globally in 2025.
YouTube continues to innovate in ads to drive meaningful outcomes. The platform extends from short-form to long-form content, accessible on various devices. Brands can leverage these updates to enhance their advertising strategies and connect deeply with audiences.
