YouTube is targeting agencies and brand advertisers to boost media investments on its platform, positioning itself prominently in the television advertising landscape. The platform highlights its advanced ad offerings, namely Peak Points, which utilizes AI to place ads during peak engagement moments, and YouTube Shorts, which has gained significant traction. Spending by some media agencies has surged by almost 50% in early 2025. Moreover, a large portion of views and uploads on YouTube this year has been attributed to Shorts, which can now be purchased independently by advertisers.
YouTube has been making overtures to agencies and brand advertisers in the hope they'll increase their media investments with the Google-owned video platform.
The platform's execs have been underlining YouTube's new position at the top of the TV pyramid in conversations with media buyers, while emphasizing ad products like Peak Points and YouTube Select.
Kris Tait, chief business officer at media agency Croud, reported that spending by Croud's clients on YouTube had risen almost 50% in the first half of 2025.
88% of YouTube views so far this year went to Shorts, and 57% of all videos uploaded to YouTube in 2025 by U.S. creators have been Shorts.
Collection
[
|
...
]