With Shorts becoming ever more popular on YouTube, Google today announced some new, Shorts-focused ad options that'll make it much easier for brands to tap into Shorts for their promotions.

First, Google adds a few new ad formats for Shorts: there are stickers available for Ads in Shorts, as well as animated image ads.

The new Shorts sticker ads show one image from your product feed to the viewer. The tap brings that viewer a carousel of products to browse.
It's an alternate, interactive presentation for Shorts ads that may incite more engagement in your in-stream placements.
   
Animated Image Ads
Animated image ads will show the viewer a choice of product images, with each option popping up on screen.
The option could give brands another way to access Shorts without having to create its video content, simple enough by pulling in images from your Google Merchant Center feeds.

Google's also rolling out format buying controls, enabling brands to run their campaigns exclusively within the Shorts feed or campaigns that showcase only horizontal creative.

In brief,

According to Google:

"Already available for Video Reach Campaigns, format buying controls are now available around the world on Video View Campaigns. We're also in the early stages of piloting Shorts-only buying in Demand Gen with a limited set of advertisers for their performance goals. "

This means you'll be able to focus even more on surface- and presentation-type formats, further unlocking the stickiness of Shorts.

Also Shorts-related: Google is also trying out a new "Creator Partnerships" tab that will provide you with one central place to manage your influencer and affiliate marketing.
"When you use creator videos in your ad campaigns, performance improves. For instance, based on internal data, partnership ads that reside on the creator's channel drove up to 20% higher conversions on the Shorts feed than ads featuring advertiser branding alone.". To further help link the videos, we're also introducing a new video linking API so you can manage many requests at one go. We're also enabling creators to tag partners in their brand videos, so that either side of your partnership can establish that meaningful connection.

This can help tap into the creative talent of established creators to max out the value in those short-form video promotions. The new tab will help keep track of that within Google Ads.
A third initiative Google is working on, expanding Shorts audience building, which will soon include view duration for Shorts, and adds sales lift measurement for Shorts ads from third parties.
Again, Shorts is the fastest-growing product on YouTube, and it now drives over 70 billion views a day, and with YouTube recently expanding the definition of Shorts to all videos up of three minutes in length, that means that a lot more YouTube clips will now be built into its Shorts ecosystem.

It presents new ad opportunities, and these new elements built into Google Ads will enable more marketers to tap into such.