GoogleIncreasing the power of engagement and creators on YouTube
Summary
YouTube stands out as an intentional platform where billions of viewers choose content they love, unlike mindless scrolling elsewhere. The platform now supports Shorts up to 3 minutes, with 40% of Shorts users not using Instagram Reels or TikTok. YouTube's new ad solutions include format buying controls for Shorts-only campaigns, stickers for interactive ads, animated image ads from product feeds, and video enhancements using AI to flip videos for different aspect ratios.
Measurement improvements feature third-party sales lift for Shorts and brand lift surveys. Creator partnerships are central, with partnership ads showing up to 20% higher conversions on Shorts when using creator videos. New tools like a video linking API and a central creator management page simplify collaborations.
YouTube Select Creator Takeovers allow 100% share of voice on top channels. Overall, YouTube drives 2.3x higher long-term ROAS than paid social, emphasizing its ability to deliver meaningful outcomes across the buying process.
You Might Also Like
AppsFlyerThe marketer’s guide to first-party data
First-party data, collected directly from users with consent, is crucial for marketers due to privacy regulations limiting third-party data. It enables accurate personalization, compliance, and cost savings. Key steps include ethical collection, maintaining clean data, and using it internally for product/marketing optimization and externally via commerce media networks.
GoogleNew ways to help you drive performance with Demand Gen
Google's Demand Gen campaigns now offer expanded channel controls, allowing precise ad placement across YouTube, Discover, Gmail, and Google Display inventory, including YouTube Shorts. New creative tools include 9:16 vertical image ads for Shorts, video enhancements for aspect ratio variations, and an improved ad creation flow. Retailers gain product feeds with local availability and omnichannel bidding to drive online and offline sales. Google also introduces reporting columns for cross-platform performance comparison and provides upgrade milestones for Video Action Campaigns to Demand Gen, which has shown 58% higher ROAS on average.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok for Business is promoting tiered first-30-day ad credit incentives for new self-serve SMB advertisers: spend $100 get $100, $500 get $500, or $1,500 get $1,500 plus 1-to-1 expert onboarding support, with a headline entry offer of 50% off first-month spend up to $200 and matching credits up to $6,000. Credits are applied within 7 days of hitting the highest threshold or after the 30-day accumulation window. Eligibility excludes agency, Business Center, and TikTok Shop accounts, and limits one ad account per new TikTok For Business account. For ad ops teams, these terms dictate budget pacing, account structure, and credit-expiry planning.
AdjustA mobile marketers guide to streaming TV | Adjust
Streaming TV offers mobile marketers high engagement and detailed tracking, with non-skippable, full-screen ads that boost recall. Key insight: emotional alignment between ads and content reduces viewer drop-off by up to 60%. Viewer retention during ad breaks varies, but 26% of those who leave return within 30 minutes. Action steps: use contextual targeting, partner with emotion-based SSPs, track performance, and prioritize emotional storytelling.
GoogleDrive better performance by upgrading Video Action Campaigns to Demand Gen
Video Action Campaigns will upgrade to Demand Gen in Q2 2025. Advertisers adopting multi-format strategies see 20% more conversions. Demand Gen offers expanded reach, creative storytelling, and Lookalike segments. Follow the upgrade timeline for smooth transition.
GoogleNew features and controls for your AI-powered campaigns
Google Ads uses AI to enhance campaign performance, with new tools like Gemini for Search, image editing across campaigns, brand controls, and better reporting. Key announcements include expanded languages, Demand Gen insights, and campaign-level negative keywords.
AppsFlyerThe marketer’s guide to buying an MMP
This guide helps app marketers select a Mobile Measurement Partner (MMP) by covering essential features like privacy-first measurement, unified attribution, fraud protection, and advanced analytics. It emphasizes choosing an MMP that integrates easily, scales with business growth, and provides reliable data for optimizing marketing ROI across teams.
MetaMeet the 2026 Meta Agency Award Winners
Meta's 2026 award winners show ad ops teams winning with automation, first-party signals, and creator/business messaging. Dior used Moment Maker plus Reminder Ads to scale a livestream, then Lead Ads, driving 267% more reminder signups at 24% lower cost. Its holiday rebuild consolidated campaigns into Advantage+ Shopping with CRM data, lifting ROAS 59% and cutting CPA 41%. Feastables used creative testing to find clean-label messaging, yielding a 23.9-point ad recall lift. American Eagle scaled organic creator posts via Partnership Ads; Boost Mobile used Click-to-WhatsApp plus incrementality testing; Winn-Dixie fed store conversions via Conversions API; NAR tested Advantage+ Audience; Compartés scaled with Advantage suite. Let data pick winners, then scale when efficiency holds.
More from Google
Turn your existing social assets into high-impact YouTube ads.
Google’s Ads Decoded episode highlights creative as the make-or-break lever for Demand Gen and YouTube performance campa...
Turn discovery into action with September’s Demand Gen Drop.
Google’s Demand Gen updates focus on faster engagement and conversion across YouTube, Shorts, Gmail, and Maps. Ad ops le...
We’re bringing AI Brief to more languages and adding a new AI Max reporting feature.
Google is expanding AI Max with two updates for advertisers. AI Brief enters closed beta in Dutch, French, German, Itali...
Build campaigns that drive high-converting, sales-ready leads.
Ad ops leaders face longer lead gen sales cycles and incomplete conversion visibility, making ROI attribution harder. Th...
Rethink 2026
This teaser signals that AI will be central to holiday campaign execution, with product updates and practical engagement...
Rethink your strategy to drive sales this holiday season.
Google’s Rethink Retail event recap features Ginny Marvin and Enric Durany discussing holiday retail ad strategies on Ad...