Day by day, the digital world keeps growing, with all the updates and enhancements advertising has become more tough and takes time to understand. By the time you master an update, another one will pop out. Keeping up with the updates and putting them to use is not easy, especially if you are a beginner.
But this doesn’t mean you can’t reach out to the audience. There are ways to do so. When one knows how to reach out to the audience then it will be a cakewalk for the advertisers.
With that said let us look into what’s YouTube has newly launched. YouTube has brought in a new update where advertisers can stand out from the crowd and gain potential connections using YouTube. This update works on both shorts and YouTube creators.
You might already know, that YouTube is not like any other platform where you will watch irrelevant content. A user searches for something and they view it, that’s how it works. So, if you are a creator or an advertiser, your content won’t be viewed until or unless it has been searched manually.
This can be a good thing for advertisers, where they can reach out to the customers and make them buy your client’s products. With the longer 3 minutes shorts this becomes much easier to deliver what exactly you want them to see. This also has more potential when compared to Instagram reels or TikTok reels.
So, now that you know it is surely going to work, let us get to know what are the new launches by YouTube.
Drive and Measure meaningful outcomes on YouTube
Every advertiser expects a better outcome from their campaigns. Did you know, that YouTube campaigns can get measurable and long-lasting results? Yep! You read it right.
“According to a custom MMM meta-analysis we commissioned with Nielsen, on average, YouTube drives 2.3x higher long-term return on ad spend (ROAS) than paid social.” – YouTube
YouTube now has AI-powered campaigns that work on all its videos including YouTube feeds or even on YouTube shorts. If you are someone who is aiming to drive better reach and gain more conversions then this is just for you.
What is the update about?
With this update, advertisers will have a powerful tool which works especially on YouTube shorts. Within buying, ad formats and measuring it, YouTube has given us a few changes that will help out advertisers find what they are looking for.
These updates are,
1. Format buying controls
The Format buying controls will allow advertisers to,
- Customize campaigns
- Run campaigns only on YouTube shorts feed
- Showcase horizontal creative in-streams
The Format buying controls are already available on video reach campaigns and now is available to video view campaigns that run around the globe.
YouTube has also mentioned that they are testing out shorts-only buying in Demand Gen with a few advertisers and keeping track of their performance goals.
2. Stickers on YouTube shorts ad
This is a new ad format where the advertisers can take advantage of tappable components in the YouTube shorts ads. This will reach out to the short viewers and gain better value to the ads.
Source: YouTube ads
This update is not yet available but will be rolled out to all advertisers by the end of 2024.
This ad format comes in sticker form. These stickers are being generated according to the product feed which makes it more attractive and interactive.
3. Animated image ads on Demand Gen campaigns
Along with this, YouTube is going to make animated image ads available on Demand Gen campaigns worldwide. This will help advertisers create and convert demand on YouTube and Google platforms when the audiences are not looking for your client’s brand.
These ads will pull out the product images out of your Google Merchant Centre and make them into an attractive image. This will attract the users to view the ad and find a way to buy it instantly.
Source: YouTube ads
4. Video Enhancements on Demand Gen
Recently YouTube announced new video enhancements on Demand Gen which will allow the advertisers to unlock extra features from YouTube inventory. YouTube also says that “the Google AI flips your original video and creates videos in new aspect ratios, all while preserving key elements so your message can shine across YouTube’s diverse formats.”
5. Get a better level of audience with Shorts
YouTube has made changes to the data segment where now the advertisers will know the source of viewers for their shorts and shorts ads. YouTube has also planned to get the exact number of views and the duration of which the users watch the video. This will be expected to arrive in the upcoming days.
6. Third-party sales lift measurement for Shorts ads
In the coming days, YouTube has also planned to increase the lift measurements of shorts. This would work when a user knows about your product and buys it, the advertisers will be able to see the sales lift and measurements. But remember this update is not yet live, so you will have to wait for a few more months to use this feature.
These are the latest updates YouTube released for better engagements. Now let us look into what YouTube has cooked up for the creators.
Helping brands harness the influence of creators
As you already know there are millions of creators on YouTube. Influencers are budding up every second with new ideas and creativity. There is even a study that YouTube has the most powerful creators and influencers that would reach out to the audience in making them convince to become a potential buyer.
Partnership ads for creators
YouTube has brought in partnership ads to help brands reach out to other brands and grow together as one. This can be done globally across every type of AI-powered campaign type in Google ads.
YouTube has also made a statement that “Partnership ads powered by Brand Connect are authentic creator videos you can use in your ad campaigns to drive performance.”
New video linking API
When a brand uses creator videos in their ad campaigns it will boost performance. This can be a bit complex but to ease that YouTube has brought in a New video linking API which will help in accepting multiple requests all at once.
YouTube also allows tagging which helps in connecting with brands by mutual tag.
The new central place to manage creator partnerships
Source: YouTube ads
YouTube has also planned to bring in a new page where you can manage all the connections and partnerships, all under a single roof. But this is under testing and is expected to be live in the upcoming months.
YouTube Select Creator Takeovers
YouTube creators are good at making videos that are loved by the audience which will help out brands to reach more audiences.
YouTube Select Creator Takeover is one of the best ways to work with brands and partners in creating content that viewers want to watch. This update is only available to the US and is expected to reach throughout the Globe to selected countries in the upcoming year.
Coming to an end, these are the latest updates YouTube has announced for the advertisers and for the creators.
To know more about these kinds of updates, feel free to check on us and for queries we are always happy to help.
