Short-Form Video Advertising Media Options Across Reels, Shorts, and In-App Video

Short-form video advertising media options have become one of the fastest-growing digital formats for brands in India. As attention spans shorten and mobile-first consumption dominates, platforms like Reels, Shorts, and in-app video placements are driving massive engagement at scale. Consequently, brands are increasingly reallocating budgets toward short-form video advertising to stay relevant, visible, and impactful.

This article explores short-form video advertising media options across Reels, Shorts, and in-app video, explaining how brands use these formats, where they perform best, and how advertisers can plan them strategically.

Why Short-Form Video Advertising Media Options Are Growing Rapidly

Short-form videos are designed for quick consumption, entertainment, and instant messaging. Unlike long-form video, these formats blend seamlessly into user feeds, which improves watch time and engagement.

Moreover, short-form video advertising media options offer:

• Mobile-first, vertical viewing

• Higher engagement and completion rates

• Algorithm-driven discovery and scale

As a result, brands use these formats not only for awareness but also for performance-driven outcomes.

Reels Advertising Media Options for High Engagement

Reels ads appear within short vertical video feeds and closely resemble organic content. Because of this native integration, users are more likely to watch and engage with these ads.

Platforms Driving Reels Advertising

• Instagram Reels

• Facebook Reels

Key Reels Advertising Formats

• Full-screen vertical video ads

• Influencer-style branded Reels

• Call-to-action overlays for app installs or website visits

Since Reels ads prioritise creative storytelling in the first few seconds, brands often use fast cuts, captions, and strong hooks. Therefore, FMCG, fashion, beauty, and D2C brands see strong engagement on Reels.

Shorts Advertising Media Options for Scalable Reach

Shorts advertising media options focus on delivering high-frequency exposure across broad audiences. These ads appear between short videos and leverage platform algorithms for discovery.

Platforms Offering Shorts Ads

• YouTube Shorts

Why Brands Use Shorts Advertising

Shorts ads offer massive reach at competitive CPMs. Additionally, they allow brands to repurpose existing video assets from other platforms.

Best Use Cases for Shorts Advertising

• Brand awareness at scale

• Product teasers and launches

• Retargeting viewers from long-form video

Because Shorts viewers often consume content in quick sessions, brands benefit from repetition and frequency-based recall.

In-App Short-Form Video Advertising Options Explained

In-app video advertising media options appear within mobile apps such as gaming, utility, OTT companion apps, and content platforms. These ads play during natural breaks or within content feeds.

Common In-App Video Ad Formats

• Rewarded video ads

• Auto-play in-feed video ads

• Interstitial short-form video ads

Since in-app environments offer high dwell time, these formats work well for performance campaigns. Moreover, rewarded video ads deliver strong completion rates because users opt in voluntarily.

Comparing Reels, Shorts, and In-App Video Advertising Media Options

Each short-form video advertising media option serves a different campaign purpose:

• Reels ads drive engagement and social interaction

• Shorts ads deliver scale and frequency

• In-app video ads support performance and conversions

Therefore, brands often combine all three formats to create a full-funnel short-form video strategy.

How Brands Plan Short-Form Video Advertising Strategically

Brands rarely rely on a single platform. Instead, they design integrated short-form video campaigns.

Creative Adaptation Across Platforms

Although formats look similar, creatives must be adapted. For example, Reels require trend-driven visuals, while Shorts perform better with bold branding and repetition.

Sequential Messaging

Brands often run awareness videos first, followed by retargeting creatives. As a result, messaging feels progressive rather than repetitive.

Performance Tracking and Optimisation

Short-form video advertising allows real-time optimisation based on view-through rates, engagement, and conversions. Consequently, brands can scale winning creatives quickly.

Cost Structure of Short-Form Video Advertising Media Options

Short-form video advertising costs vary by platform and objective.

Indicative CPM Ranges in India:

• Reels ads: ₹80–₹250

• Shorts ads: ₹70–₹200

• In-app video ads: ₹60–₹180

Although costs are competitive, creative quality plays a major role in campaign success.

Industries Actively Using Short-Form Video Advertising

Short-form video advertising media options are widely used by:

• FMCG and packaged food brands

• Fashion, beauty, and lifestyle brands

• EdTech and app-based startups

• Gaming, fintech, and e-commerce platforms

These industries benefit from rapid storytelling and frequent exposure.

The Future of Short-Form Video Advertising Media Options

Short-form video advertising will continue to dominate digital media strategies. With AI-led creative optimisation, shoppable video formats, and deeper in-app integrations, brands will gain more ways to convert attention into action.

Ultimately, Reels, Shorts, and in-app video will remain essential for brands aiming to stay culturally relevant and performance-driven.