The news: During the IAB NewFronts this week, YouTube unveiled new methods for incorporating Shorts into advertisers’ awareness campaigns.
The results: Paramount+ was among the early partners to experiment with the updated version of video reach campaigns. To promote the new movie “At Midnight,” Paramount+ efficiently expanded reach and brand influence by using in-stream and in-feed ads as well as Shorts placements.
In other news: YouTube Select, which enables advertisers to engage with YouTube's most popular content, is now being extended to Shorts, allowing brands to reach 1.5 billion monthly logged-in Shorts users.
Our take: The number of ad formats on TikTok far exceeds those on Reels or YouTube, principal analyst Debra Aho Williamson notes. Meta and YouTube are wisely using the NewFronts to narrow that gap, considering both players will rely on short-form video ad revenues for growth in the near term.
Go further: For more on how Shorts stack up against TikTok, read our new report.
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