What advertisers’ approach to YouTube means for Alphabet

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Advertisers use a different strategy on YouTube than on other digital video platforms. In Q1 2022, more than 40% of US video ads on the Alphabet-owned platform were post-rolls, and almost 30% were mid-roll ads. On other video platforms, 97% played before video content.

Beyond the chart: Video ads also tend to be longer on YouTube—17% were over 30 seconds, compared with just 2% on other video platforms. But YouTube’s longer ads likely aren’t translating to its TikTok copycat, Shorts, which has a growing audience but few ad options. As a result of this and other factors like economic headwinds, its ad business is taking a hit. Earlier this week, Alphabet announced that YouTube ad revenues grew just 5% in Q2 2022, down from 84% the same quarter a year prior.

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