YouTube adds new creator tools to Shorts ads ahead of the holiday season

New Delhi: YouTube has announced a series of updates to its Shorts advertising formats, positioned as part of its broader effort to refine the short-form video experience for brands and creators during the holiday period.

According to data cited by the company from Kantar, YouTube Creator Ads on Shorts have been associated with higher purchase intent compared with competing short-form platforms. YouTube says Shorts continues to be a significant component of advertiser strategies as short-form viewing expands across devices.

Among the changes, eligible Shorts ads will now support comments, bringing the ad format closer to the interaction style of organic Shorts. Creators producing branded content will also be able to include links to a brand’s website, offering viewers a path to additional information.

YouTube is additionally rolling out Shorts ads on mobile web, expanding their availability beyond the mobile app, desktop and connected televisions. The company says the updates are intended to reflect how audiences increasingly watch short-form videos on multiple surfaces.