What you need to know
- YouTube introduces new tools to serve ads optimized for short films.
- The methods include custom templates and machine learning techniques.
- Using machine learning, existing landscape ads are changing dramatically to vertical video ads.
YouTube Short is a growing way to consume content in the form of short video, particularly on smartphones. The platform has generated over 30 billion daily views along with 1.5 billion monthly logged in users. It’s undoubtedly an overall vertical viewing experience similar to TikTok, but there is one problem with existing YouTube ads optimizing the format.
The number of users here is likely to be tempting to marketers who create video campaigns as they can generate additional revenue on YouTube Shorts in new Blog postYouTube announced new solutions and creative guidelines to “help advertisers of all sizes create effective vertical video ads.”
To achieve this, Google applies its machine learning prowess that “reformats horizontal video ads into square or vertical formats based on how someone views YouTube.”
It works by detecting elements from a horizontal ad, including faces, main objects, logos, text, and motion. It also splits the video into scenes, ensures ML is cropped in the center correctly, and re-creates the vertical ad video from the horizontal version.
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YouTube also offers four customizable vertical video ad templates that are already available in the Google Ads Video Builder. These templates likely follow YouTube best practices, which offer a vertical viewing experience, are fast-paced and include transitions and music. Users can go to the asset library to try it out.
The company adds that users “can customize these templates to create a vertical or square ad for your brand in minutes.”
The machine learning technology described above is designed to meet the needs of App campaigns first, followed by Video Action and Performance Max campaigns. Additionally, a new set of vertical video ad templates can help companies create these types of videos from existing assets based on text and images.
With the tools provided, YouTube also suggests tips for creating successful campaigns, such as paying attention to speed and evoking emotion.
The company believes that more people are streaming across multiple screens, channels, and lengths of videos broadcasting devices. In the eyes of the Google-owned video platform, users come to YouTube to consume different types of content.
Among them, Generation Z viewers are said to watch a mixture of short and long video content. In fact, Google notes how short videos help these viewers discover longer videos. This makes the video platform a win-win situation, which excels to varying degrees in both. This also helps marketers decide which audience they want to share their innovative advertising videos with.
YouTube’s new machine learning tool is naturally a big plus for many small businesses with limited resources to create a variety of video formats. YouTube states that video campaigns, including video, app, and performance campaigns, generate 10-20% more conversions per dollar with YouTube Short. Adding vertical video assets can help marketers create ad content in vertical video format. Now, the problem with their ads relying on shorts seems to have been resolved thanks to ML.