YouTube Shorts is starting to become a bigger contender for ad dollars.

As usual, the money is following the attention. In the second quarter, Shorts averaged over 200 billion daily views.

Mark Ballard, research director at Tinuiti confirmed that the typical Tinuiti client buying YouTube Shorts inventory saw their spending increase a little over 11 percent from the first quarter to the second this year.

The same goes for Markacy’s clients. The agency’s director of media, Grant Kalfus, said his team is currently pushing YouTube – especially Shorts – across almost every client, and are on pace to roughly double their Shorts investment by year end.

The math helps.

“A big driver for us is that we’re constantly seeing CPMs around $5 on Shorts compared to around $10 to $12 on Meta’s Reels and TikTok,” he said. “So YouTube Shorts is an easy lever for efficient, incremental reach.”

The motivation to spend more on YouTube’s Shorts especially increased as Google rolled out new Demand Gen campaign options over the last several months, including the ability to isolate Shorts placements and produce standalone Shorts campaigns.

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