YouTube has unveiled a series of enhancements aimed at bolstering brand engagement and supporting creators, with a particular emphasis on its rapidly growing Shorts platform. These updates are designed to provide brands with more effective tools to connect with audiences and to offer creators expanded opportunities for monetization.

Recognizing the increasing popularity of short-form content, YouTube is introducing several features to enhance advertising on Shorts:

• Format Buying Controls: Advertisers can now tailor their campaigns to specific formats, such as running ads exclusively in the Shorts feed or focusing solely on horizontal in-stream content. This customization is available globally for Video View Campaigns, with Shorts-only buying currently being piloted in Demand Gen for select advertisers aiming at performance goals.
• Interactive Ad Formats: To capitalize on the interactive nature of Shorts, YouTube is rolling out features like stickers on Shorts ads. These stickers, automatically generated from product images in advertisers’ feeds, aim to make ads more engaging and are expected to be available to all retailers by the end of the year.
• Animated Image Ads: For Demand Gen campaigns, YouTube is globally launching animated image ads. These ads utilize product images from Google Merchant Center feeds, animating them into cohesive units to showcase relevant products based on user interest, thereby facilitating conversions.

Monetization Opportunities for Creators

In a move to support its creator community, YouTube is expanding its Partner Program to include Shorts creators. This initiative allows creators to earn revenue from ads displayed between Shorts, with creators receiving 45% of the generated revenue. This development is particularly significant in the Middle East, where platforms like TikTok have a substantial user base, offering creators an alternative avenue for monetization.

YouTube’s Reach in the Middle East

YouTube’s user engagement in the Middle East is noteworthy. As of July 2024, the United Arab Emirates boasts the highest YouTube penetration globally, with approximately 94% of the population using the platform . In Saudi Arabia, over 12 million individuals aged 18 and above engage with YouTube on connected TVs . These statistics underscore the platform’s extensive reach and its potential as a vital channel for brands targeting audiences in the region.

Key Takeaway for Marketing Managers

For marketing professionals in the Middle East, YouTube’s latest updates present valuable opportunities to enhance brand visibility and engagement:

• Leveraging Shorts for Targeted Campaigns: The introduction of format buying controls enables marketers to design campaigns specifically for the Shorts feed, aligning with the viewing habits of a younger, mobile-centric audience prevalent in the region.
• Enhancing Engagement with Interactive Ads: Utilizing interactive elements like stickers can make advertisements more appealing, fostering higher engagement rates among users who favor dynamic content.
• Collaborating with Local Creators: The expansion of monetization avenues for Shorts creators opens doors for brands to partner with regional influencers, facilitating authentic connections with target demographics.

By integrating these features into their marketing strategies, brands can effectively navigate the evolving digital landscape and strengthen their presence across the Middle East.