Google has introduced new YouTube Shorts ad advertising opportunities to help brands.
In a recent blog post, Google unveiled YouTube Select Shorts, a curated collection where advertisers can feature Shorts ads alongside popular videos.
This announcement comes as YouTube Shorts has reached over two billion monthly logged-in users and 70 billion daily views globally, with a significant increase in viewership on connected TVs.
To assist brands in creating effective Shorts ads, Google has expanded its “ABCD” framework for video advertising success. This framework includes specific guidance tailored to short-form formats.
According to Kantar research, applying these principles can boost short-term sales likelihood by 30% and long-term brand impact by 17%.
The key principles for powerful YouTube Shorts ads include:
- Attention: Capture and hold attention with engaging storytelling techniques.
- Branding: Integrate branding early and consistently throughout the ad.
- Connection: Evoke emotions or thoughts to create a meaningful connection with viewers.
- Direction: Encourage viewers to take action with a clear call-to-action.
- Google notes that successful Shorts ads often blend seamlessly into a viewer’s feed, feeling authentic, relatable, and entertaining.
In summary, with YouTube reaching billions of Shorts viewers monthly, these new ad products offer brands the opportunity to engage with audiences in unique ways.
The new YouTube Select Shorts lineups will roll out in select countries in the coming weeks, including the US, Canada, the UK, Australia, Korea, and India.