An advertiser is comparing view-through rates between in-stream and Shorts within a Video view campaign. Why might these numbers look different?
Correct Answer
In-stream and Shorts ads are distinct formats, so they should be evaluated independently.
Why is this the correct answer?
Because in-stream and Shorts ads are distinct formats, so they should be evaluated independently. The two serve in different environments with different viewing behaviour and different definitions of what counts as a view, so their view-through rates are not directly comparable. In-stream ads run before or during a video someone chose to watch; Shorts ads appear inside a fast, swipe-driven feed. Comparing the raw rates and concluding one format is failing is a misreading. The practical approach is to benchmark each format against itself over time and against its own norms, and to judge both on the outcomes that matter — conversions, cost per action, incremental reach or lift — rather than on a surface engagement metric. Shorts frequently delivers efficient reach and conversions despite a lower view-through rate.
Why are the other options wrong?
In-stream ads are always longer than Shorts ads.
Ad length varies within both formats, and length alone does not explain the difference in how views are counted.
Shorts ads are designed for quick engagement, while in-stream formats focus on longer watch times.
This describes a real behavioural difference, but the key point for evaluation is that the formats are distinct and should be assessed separately rather than compared directly.
Unlike in-stream ads, Shorts ads are only available on CTV.
Shorts ads are not limited to connected TV. Shorts is a mobile-first surface within YouTube.
Real-world example
A retailer nearly excludes Shorts after seeing view-through rate at a third of in-stream. Reviewing cost per site visit instead shows Shorts delivering visits 20% cheaper, and the format stays in the campaign.
Topics in this question
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