YouTube updates its advertising platform: new formats and measurement tools

YouTube recently announced an update to its advertising platform. Updates include new formats and measurement tools, as well as stronger partnerships with content creators. These changes are aimed at improving the effectiveness of advertising campaigns for advertisers and their evaluation.

One of the key updates is control over purchase formats. Advertisers can now run ad campaigns exclusively in the Shorts feed or focus on horizontal content in the feed. Previously, these controls could only be applied to Video Reach campaigns, but are now available globally for Video View campaigns.

YouTube is introducing new measurement capabilities, including third-party sales growth measurement for Shorts ads and improved Brand Lift surveys. The platform is also expanding its data segmentation capabilities for Shorts viewers, allowing for more comprehensive audience targeting and analytics.

🚀 Another important update is the launch of affiliate ads via BrandConnect on all AI-powered campaign types in Google Ads. According to internal data, partner ads on creator channels increase conversions by up to 20% on Shorts compared to traditional branded content.

• 📌 YouTube is introducing new advertising tools, including interactive stickers for Shorts ads that will be available to retailers before the end of the year, animated images for Demand Gen campaigns, AI video enhancements for different aspect ratios, and a new video communication API to simplify partnerships with creators.

As YouTube points out, these updates have huge potential for advertisers. Data from Morgan Stanley AlphaWise shows that 40% of YouTube Shorts users do not use competing platforms such as Instagram Reels or TikTok. According to a study commissioned by Nielsen, YouTube provides 2.3 times higher long-term return on ad spend compared to paid social media platforms.

🚀 For advertisers and content creators, these changes can improve engagement and increase results in a complex digital marketplace. The changes YouTube is making open up new opportunities for brands, giving them more tools to measure and optimize their ad campaigns.