YouTube has launched a suite of tools in its Ads Creative Studio to assist marketers in unlocking YouTube’s unique multi-screen, multi-format viewer experience and reaching audiences with relevant context, engagement, and results.

Marketers will be able to use these tools to create multiple versions of a single display or video ad that are tailored to different audiences, locations, languages, or contexts.

With the rise of digital video services, online Indians are curating personal video universes that include an average of five content platforms, with YouTube being their top choice for watching videos, Financial Express reported.

Over the last five years, YouTube on connected TVs has emerged as the fastest-growing screen for YouTube. YouTube Shorts’ average daily views increased by more than 120% year on year, thanks to creators using Shorts as another tool in their arsenal to express themselves. In addition, 33% of connected TV consumers in urban India do not watch linear TV at all, with logged-in viewers averaging 2.5 hours of YouTube watchtime per day.

The 30-Second YouTube Select Non-Skips on Connected TV and YouTube Connected TV Pause Experience are two new advertising solutions that YouTube has launched specifically for this audience to engage this growing group of connected TV viewers, over 50% of whom watch content that is 21 minutes or longer on the big screen.

Satya Raghavan, director, of marketing partners, at Google India, said, “In the fifteen years since we launched YouTube in India, there has been an all-round digital transformation, in connectivity and content, and today, people have created a boundaryless viewer experience for themselves that straddles across their smartphones and their connected TVs. We are delighted that, in this rapidly evolving landscape, YouTube is the platform of choice for four out of every five people online.