quelles sont les keys to utiliser efficacement YouTube publicité formats en 2025?

Bien que its success is nothing new, YouTube continues to experience rapid growth. en fait, the video-sharing platform has never been more popular than it is today, with more than 42 million users aged 15 and over in France watching at least one piece of content every month.

This success represents an obvious opportunity for annonceurs. Over the years, YouTube has become an essential platform for brands to reach their audience. Cependant, it is still necessary to understand and master YouTube’s various publicité formats afin de reap the real benefits.

YouTube usage increasingly becoming more like television

On YouTube, L'un des principaux trends right now is watching content on the platform via television. In the United States, there has been a sharp baisse du mobile viewing (57% in 2019 compared to 48% en 2024) and desktop viewing (18% in 2019 compared to 13% en 2024), while conversely, the share of viewing on other connected devices, such as televisions, continues to increase year on year. This trend applies non seulement to the United States, mais aussi to the rest of the world.

This can be explained en particulier by the democratisation of connected TVs, mais aussi by the publication of content that is significativement longer et plus encore polished than in the past on this platform. In France, YouTuber Inoxtag recently managed pour attirer no fewer than 40 million viewers to his Kaizen report, which is nearly two and a half hours long. Increasingly polished and longer content is moving the platform away from a bygone era when videos lasting less than ten minutes were the most viewed.

For annonceurs, it is Par conséquent important to take this information into account when using the in-stream publicité format. publicité broadcast in this format must be designed as publicité suitable for television, lasting up to several minutes, as YouTube is likely to continue to gain ground on our largest screens.

Changes to in-feed publicité

In-stream publicité are not the only ones on the platform that may be of interest to annonceurs. annonceurs should also consider in-feed publicité, which appear when users are searching for content to view.

In the past, in-feed publicité were reserved for users who had just watched a video. YouTube would then suggest the annonceurs’s content. Cependant, for some time now, this publicité format can also be found on the application’s home page, or even within résultats de recherche.

This represents a considerable increase in the scope of this publicité format, which should prompt annonceurs to review their stratégie with regard to these in-feed publicité. Positioned in strategic locations when users are searching for new content to view, these publicité need to be particularly inspiring to encourage users to interrupt their searches.

YouTube Shorts publicités: captivating and engaging

Following in the footsteps of TikTok and Instagram with its Reels format, YouTube has also ventured into short, entertaining videos with the arrival of Shorts in July 2021. Since then, this format has continued to grow in popularity on the platform, and annonceurs can now see Shorts as a great opportunity.

These short videos, primarily intended for mobile devices, need to be particularly captivating de the very first seconds in order à resist users’ scrolling habits. To achieve this, it is generally best to be original and dynamic afin de quickly capture attention. When well-made and optimised for targeting, Shorts ads can be an excellent way for annonceurs to redirect YouTube users to their chosen medium, thereby generating the desired conversions.

publicité formats and their specific features

For annonceurs, YouTube offers a wealth of publicité opportunities, both in terms of its growing audience and the variety of formats available. The key is to deliver the right ads in the right formats to the right audience in order pour optimiser the use of the platform.

Recognised as the basic publicité format on YouTube, in-stream publicités need to be fairly educational. In-feed publicités, En revanche, need to be more inspiring to encourage users to interrupt their searches, while Shorts publicités must be captivating and entertaining afin de generate the desired engagement.

Would you like pour améliorer your YouTube campagnes? Please do not hesitate to contact our agency.