YouTube has shared some recent updates to advertising options on YouTube Shorts to help brands connect more naturally with creators and audiences as holiday shopping picks up.

As more people discover and shop through short-form video, brands and creators are looking for ways to work together at scale without ads feeling forced. YouTube’s latest Shorts updates aim to solve that, including:

• Support for Shorts ads on mobile web: People are engaging seamlessly with Shorts across across TV, web, desktop and mobile; to help advertisers reach more users where they watch, Shorts ads will be supported on mobile web

• Comments on Shorts ads: Eligible video ads now allow viewers to comment, giving brands a more natural way to engage audiences within the Shorts experience

• Brand deal links from Shorts: Creators can now link branded Shorts straight to a brand’s website, making it easier for viewers to explore further

YouTube has emerged as a key player in short-form commerce. Creator Ads on Shorts have been shown to lift purchase intent by 8.8 per cent, and drive more than 2.9x higher intent to spend.

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Tags: advertising, youtube