YouTube highlighted direct-response ads in its ads leaderboard - Business Insider

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While YouTube's direct-response business is still small, the pandemic has driven further growth as marketers shift away from brand advertising

"substantial year-over-year growth throughout the entire quarter" for direct-response advertising, while brand advertising "began to experience a headwind in mid-March."

Shrinking budgets due to the pandemic have pushed advertisers away from less-attributable brand advertising and more toward performance formats. Nearly two-thirds of US marketers and agency professionals agreed that advertisers will focus spending more on performance marketing amid the pandemic, Want to read more stories like this one? Here's how you can gain access:

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