YouTube launches 'Pause Ads’ & ‘Branded QR Code’ for advertisers
The platform has also introduced Animated Ads, Interactive Stickers and Interactive Gestures
YouTube has launched two new options for advertisers - Pause Ads and Branded QR Code. Shekhar Khosla, VP-Marketing, Google India announced about it at Brandcast 2024.
Among other announcements was the introduction of Animated Ads, Interactive Stickers and Interactive Gestures.
Khosla said that YouTube allows brands to engage with people with the right mindset. “Google AI has helped improve ROI in this respect,” said Khosla. He added that brands have been using YT CTV to engage deeply with users to drive results.
Turning to YT creators, Khosla mentioned that users want ads that are native, relatable and personal, thus paving the way for creators. He shared examples like Colgate Palmolive witnessing an 18% uplift in purchase intent using YT creators, Motorola leveraging YT masthead ads, and witnessing 36% incremental reach.
"YouTube is a platform that lets viewers engage deeply with all forms of content. On any device, mobile to TV, YT is the only platform where viewers, especially Gen z feel their time is well spent," he further said.
YouTube is the number one choice for viewers, as compared to any other service available, Khosla added. "Whether it is consuming short or long form, viewers like to go deep into the video, far higher than any other video platform."
Talking about Connected TV, Khosla said, “We are bringing everything fans love to the big screen. TV viewing has fundamentally changed and we are committed to giving you the best Connected TV experience.”
“Brands like you have been using YouTube, CTV to engage deeply with users and drive results for some time now. 82% of YouTube connected TV viewers in India prefer watching YouTube over linear TV. So, it is important that our ad formats put your brand front and center on the big screen,” he added.
“And we are so excited to launch two new formats to help you do this even better. First, our new Pause Ads, non-intrusively. Put your brand top of mind for connected TV audiences because they appear when the viewer initiates a pause,” Khosla said introducing the new feature.
“Second, QR codes have driven double the interactivity on TV screens in the past year. And our new branded QR codes let users interact with your ads on YouTube connected TV. There is so much innovation coming on the TV screen and we are here to help you meet this moment of change,” he explained.
Coming to YouTube Shorts, Khosla shared that YouTube Shorts is the most used short-form video platform in India.
“So, the real question for all the marketers in the room is, are you making the most of YouTube Shorts for your brands? Today, users want ads that are native, authentic, engaging and personal. Which is paving the way for creators to become the new source of short-form creatives. 69% of viewers find YouTube creators the most influential in their product research, which is 1.9 times higher than any other short-form video platform in India,” he shared.
“Motorola targeted Gen Z audiences using YouTube Shorts during the launch of their Edge 50 Pro in India, getting a whopping 36% incremental reach. They leveraged YouTube must-haves with Shorts-first position ads to unlock new audiences. People loved YouTube Shorts for its interactivity.
And this inspired us to create three new and exciting ad products. Imagine you're a beauty brand who's engaging in a range of new products and you want to launch that using YouTube Shorts. Our new animated image ads will help you create stunning animated collages from your existing image catalogues.
The new interactive stickers will build affinity in a way that feels native to Shorts. And interactive gestures which will be absolutely amazing. And then my favorite really is when you'll be allowed to do swipe, like and share within your ads as if you're doing it on an organic content, which is what interactive gestures allow you to do.
There are a lot of things that make YouTube special. The most exciting creators, the most passionate fans, the deeply engaging content and the Google AI innovation. This combination exists on no other platform.
And that is why there is only one YouTube. But don't just take my word for it. Some of the best minds across the industry are leaning into YouTube to get the results that matter to them,” he said.
