According to Google’s Senior Vice President and Chief Business Officer, Philipp Schindler, the new uninterrupted advertising format that appears when users pause organic content on YouTube connected televisions has shown strong brand improvement results and commands premium prices from advertisers. The company has also experimented with ads in YouTube’s ‘shorts’ format, which has seen a 50% year-on-year increase in channels uploading shorts and over 3 million channels in the partner program.
Viewership numbers have also increased, particularly for shorts, as viewers expect access to content across different screens and formats. Shorts ads’ performance continues to grow, now that they are available on mobile, tablet, and desktop. In the United States alone, shorts monetization has more than doubled in the past year. Google continues to focus on delivering engaging and successful ad experiences on its platform to benefit both users and advertisers.
Last year, Google announced innovations in advertising on large screens such as smart TVs, which would show fewer ads of longer duration without the option to skip. The company also introduced new experiences for when users pause a video. These new advertising formats have been undergoing testing for some time now and their results were revealed during Google’s parent company Alphabet’s first-quarter financial results call with investors.