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YouTube Shorts Ads Get Comments Feature for Holiday Push
Google rolls out interactive comments on Shorts ads plus mobile web support
PUBLISHED: Wed, Dec 10, 2025, 4:48 PM UTC | UPDATED: Wed, Jan 28, 2026, 2:29 AM UTC
3 mins read
YouTube Shorts ads now support comments, matching the organic Shorts experience according to Google's blog post
Kantar study shows Creator Ads on Shorts drive 2.9x more purchase intent than competitor platforms across 20 brand campaigns
New mobile web support extends Shorts ads beyond the app to reach consumers across all devices
Updates target holiday spending season when brands need maximum engagement from short-form video budgets
Google just rolled out interactive comments on YouTube Shorts ads, letting brands engage directly with viewers for the first time. The update arrives just as holiday ad spending peaks, with new Kantar research showing Shorts Creator Ads boost purchase intent by 8.8% – nearly triple the impact of competing platforms. The timing isn't coincidental as brands scramble to capture attention in the year's most competitive advertising window.
Google is betting big on short-form video advertising this holiday season, and the company just gave brands their most interactive tool yet. The search giant quietly rolled out comments on eligible YouTube Shorts ads, breaking down the barrier between paid and organic content that's plagued social media advertising for years.
The move comes with impressive data backing. A Kantar study commissioned by Google spanning 20 brand campaigns across major verticals found that YouTube Creator Ads on Shorts increase purchase intent by 8.8% on average. More striking – they drive 2.9x more consumer intent to spend versus competition, based on Kantar's benchmark analysis of rival platforms.
Oliver Koch, Director of Product Management for YouTube Ads, announced the updates in a company blog post today, positioning them as essential tools for brands looking to "maximize their holiday budgets." The timing aligns perfectly with the final holiday shopping rush, when every engagement point matters.
But comments are just one piece of Google's broader Shorts advertising expansion. The company is also letting Shorts creators link directly to brand websites within branded content partnerships, creating a seamless path from discovery to purchase. It's a move that mirrors TikTok's creator monetization playbook but with Google's vast advertising infrastructure behind it.
Perhaps most significantly, Google launched Shorts ads for mobile web, extending beyond the YouTube app to capture audiences across "TV, web, desktop and mobile app." This cross-platform approach addresses a key weakness in short-form video advertising – the siloed nature of platform-specific content that doesn't travel well.
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The research methodology behind Google's purchase intent claims is robust. Kantar's analysis covered 5,802 participants across control and exposed groups, spanning major verticals from automotive to telecommunications. The 95% confidence level and focus on the coveted A18-49 demographic gives brands concrete data to justify short-form video budget allocation.
For context, this push comes as Meta continues struggling with advertiser confidence on Reels, while TikTok faces ongoing regulatory uncertainty. Google's timing capitalizes on this competitive window, offering brands a familiar advertising ecosystem with proven measurement capabilities.
The interactive comments feature particularly stands out because it addresses authenticity – the holy grail of social media advertising. By letting viewers engage with Shorts ads the same way they do organic content, Google removes the "this feels like an ad" friction that typically kills engagement rates.
Creator partnerships also get more sophisticated with direct website linking. Previously, viewers had to navigate through multiple steps to reach a brand's site from a Shorts collaboration. Now creators can embed direct links within their branded content, reducing the conversion funnel friction that's historically hurt influencer marketing ROI.
Google's cross-device strategy reflects broader consumer behavior shifts. With viewers seamlessly moving between mobile, desktop, and connected TV, advertisers need campaigns that follow them everywhere. The mobile web expansion means Shorts ads now reach users browsing YouTube on their phone's browser, not just the dedicated app.
Industry experts will be watching engagement metrics closely. If Google's interactive features drive meaningful lift in click-through and conversion rates, expect Meta and TikTok to fast-follow with similar capabilities. The holiday shopping data will provide the first real-world test of whether interactive Shorts ads can compete with traditional display and video advertising.
Google's interactive Shorts ads represent more than just feature updates – they're a direct challenge to TikTok's advertising dominance during the most crucial shopping period of the year. With comments bridging the authenticity gap and cross-platform reach addressing fragmented viewing habits, these tools could reshape how brands approach short-form video budgets. The real test comes in January when holiday campaign data reveals whether interactive engagement translates to actual sales lift.

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