According to Google’s Senior Vice President and Chief Business Officer, Philipp Schindler, the new uninterrupted format that appears when users pause organic content on YouTube has shown strong brand improvement results and commands premium prices from advertisers. This format is currently undergoing testing on connected televisions. In addition to this, Google has 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.
The company has also revealed that viewership numbers have 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.
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