The new targeting capability presents a new opportunity for advertisers to reach really engaged users. Category-specific ads can help brands get in front of users who are passionate about a particular topic and therefore more likely to take action.
Brands are still learning what makes a really compelling Shorts ad, since they're accustomed to treating YouTube as a platform for long-form video.
A marketer trying to boost purchase consideration, for example, should highlight details about a particular product rather than focus on the brand. Meanwhile, marketers looking to drive conversions should prioritize displaying prices and a very clear call to action about where to make a purchase or take an action.
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