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YouTube is experimenting with ads in Shorts, its short-form TikTok clone

The firm is particularly experimenting with app-install adverts and other promotions



YouTube is experimenting with ads in Shorts, its short-form clone of TikTok

YouTube is beginning to test adverts on its short-form video feature YouTube Shorts. This step comes in order to entice more artists to its platform and fight the global competition posed by rivals TikTok and Instagram Reels.

Shorts was first launched in India in September 2020. Later, extended to other countries such as the US, UK, and Canada last year, followed by a worldwide release in July last year.

Google’s chief business officer (CBO), Philipp Schindler, told investors on Tuesday that the firm is particularly experimenting with app-install advertisements and other promos.

Alphabet CEO Sundar Pichai stated that YouTube Shorts now has over 30 billion daily views. He also sated that this marks a four-fold increase over the previous year. “As we’ve always done with products, we focus on building a great user experience first, and we will work to build monetisation over time,” he explained.

Meanwhile, YouTube’s ad income increased, hitting $6.86 billion, according to its first-quarter earnings report, although this fell short of analyst estimates. The video-sharing site also claims to have seen a decrease in direct response marketing, such as app-install promotions.

“We are experiencing a slight headwind to revenue growth as Shorts viewership grows as a percentage of total YouTube time,” Alphabet CFO Ruth Porat said. “We’re experimenting with short-form monetization, and early advertiser feedback and results are promising.”

“We’re taking a fresh look at what it means to monetise Shorts and reward creators for their short-term videos. We are very actively working on what monetisation could look like in the future,” Schindler said.

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