YouTube has announced a suite of new features aimed at enhancing brand engagement through ads and partnerships, especially focusing on YouTube Shorts and creator collaborations.
Below is a summary of the most important changes:
– Piloting Shorts-only buying in Demand Gen and also campaigns that showcase only your horizontal creative in-stream.
– Stickers on Shorts ads will be available to all retailers by the end of the year. Stickers, created automatically from images in your product feeds
– Animated image ads globally available for Demand Gen campaigns. Note that Animated image ads in Demand Gen pull product images from your Google Merchant Center feeds and animate them into one appealing unit.
– Google is testing a new central place to manage creator partnerships. This new page will be rolling out to relevant accounts over the next few months.
– Introducing third party sales lift measurement for Shorts ads in the months ahead.
– Expanding source for which viewers of Shorts can be added to your data segments, across both organic Shorts and Shorts ads
– Format buying controls are now available around the world on Video View Campaigns
– Testing a new central place to manage creator partnerships. This new page will be rolling out to relevant accounts over the next few months.
– Google is introducing a new video linking API so you can manage multiple requests at once.
– Enabling creators to tag partners in their brand videos
– Launched the ability to own 100% share of voice on select top creator channels for your awareness campaigns. YouTube Select Creator Takeovers are now generally available in the US, and will be expanding to select global markets in 2025.
– Google recently made partnership ads available to all advertisers globally across all AI-powered campaign types in Google Ads
