Jordan Bevan
YouTube and Google have announced updates aimed at expanding advertising options for app marketers and creators, with a focus on iOS campaigns and YouTube Shorts.
YouTube’s co-branded partnership ads are now available for app campaigns on Shorts and in-feed placements. This feature allows creators to display app promotions in their videos with a custom call-to-action panel. Advertisers can work with creators through BrandConnect to target specific audiences.
Playable ad formats are also being added on select AdMob inventory, appearing as interactive end cards after video ads.
Google’s target ROAS bidding is now available for iOS app campaigns, allowing advertisers to set value-based targets for return on ad spend. The maximize conversion bidding strategy is also available for campaigns optimized for in-app actions or ROAS.
For creatives, new AI tools can modify existing videos to fit various screen sizes and placements by extending or flipping footage while keeping the main content intact.
Google has expanded its on-device conversion measurement for iOS, which uses de-identified app event data stored on the user’s device. The company is also rolling out Integrated Conversion Measurement (ICM), allowing more detailed attribution data to appear directly within third-party App Attribution Partner reporting.
According to Appfigures, consumer spending in the App Store has increased 24% year-over-year. Google’s latest changes are designed to align with these shifts in the app marketing environment and to address iOS-specific advertising and measurement needs.
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