YouTube introduces premium placement option for YouTube Shorts ads

In a bid to assist advertisers in securing optimal placement for their Shorts ads, YouTube has rolled out a new YouTube Select Shorts option. The feature empowers brands to position their ads alongside top-performing Shorts content across various categories.

With YouTube Select Shorts, advertisers gain the flexibility to select placement alongside the most engaging Shorts in five distinct categories: Entertainment, Beauty, Fashion & Lifestyle, Food & Recipes, Gaming, and Automotive. This customization ensures that advertisers can target specific niches and maximize exposure for their Shorts promotions.

YouTube first introduced ads for Shorts in 2022. However, until late last year, the option to exclusively purchase Shorts inventory was limited to a select group of advertisers. For the majority, Shorts ads were only accessible as part of bundled advertising packages. 

The potential for reach and engagement with Shorts ads is significant. YouTube reports that Shorts are now being viewed by a staggering 2 billion logged-in users every month. Moreover, the popularity of Shorts on TV screens is on the rise, facilitated by their seamless integration within YouTube’s Connected TV (CTV) app.

Given these compelling statistics, leveraging Shorts ads within your video campaigns presents a valuable opportunity to connect with a vast and diverse audience.

In addition to the introduction of YouTube Select Shorts, the platform has also shared valuable insights and recommendations to help creators optimize their Shorts content. This guidance is conveniently housed within a dedicated section of YouTube’s “ABCD’s of Effective Ads” resource.

The newly added Shorts section within the ABCD framework offers practical tips and best practices for enhancing the effectiveness of Shorts content. While some of the advice may overlap with strategies employed on other short-form video platforms like TikTok and Instagram Reels, YouTube’s insights provide a tailored perspective on maximizing engagement within the Shorts format.

Exploring these recommendations can offer valuable insights into refining your Shorts content strategy and capturing the attention of your target audience. By incorporating these proven tactics into your approach, you can elevate the impact and effectiveness of your Shorts ads on YouTube’s platform.

Written by Sophie Blake


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