Shorts Campaigns Built Vertical and Bought Separately

A Shorts impression and an in-stream impression are not the same purchase, and the moment they sit inside one campaign you lose the ability to say what Shorts did. Every engagement here begins by pulling Shorts into its own campaign, with its own budget and its own creative, even when the blended efficiency looks worse for a fortnight. On two beauty accounts last year that separation raised the reported cost per site visit and lowered the actual cost per order, because the blended figure had been carried by placements that were never Shorts in the first place. The format problem: Most of what runs on Shorts in France is a horizontal film with bars, or a horizontal film cropped with the safe area guessed. The lower band of the frame belongs to the channel name, the description and the action button, and anything placed there is not seen. Sound-off legibility decides more here than in any other placement, because the thumb is already moving. We work from a 9:16 master, product or face in the first frame, burned-in subtitles sized to survive a phone held at arm's length, and the call to action set above the interface furniture rather than under it. What we build: Three to five vertical cuts a flight from footage you own, each with a different opening two seconds, which is the only part of a Short with any bearing on whether the rest is seen. Where footage does not exist in a usable aspect we say so instead of cropping and hoping. For catalogue advertisers we attach the Merchant Center feed so the Short carries a product tile, and we check the feed's image crops against the vertical layout before launch. That is where most feeds fail, and nobody notices for a month. Buying it on purpose: Demand Gen with Shorts isolated where the objective is action, a views campaign restricted to the Shorts surface where it is reach. Frequency checked weekly against unique reach rather than trusted to the campaign setting, because Shorts frequency climbs faster than the interface suggests. Placement exclusions maintained per account and handed over as a file. French rules that bite: For cosmetics, the ARPP recommendation on cosmetic products requires the claim in the cut to be evidenced in a file you can produce on request, and Article L2133-2 of the code de la santé publique requires the retouched-photograph notice where a model's silhouette has been altered. A six-second vertical is not exempt from either. We check creative against both before launch and hold anything that cannot be evidenced. We would rather miss a Monday than have you answer for it. Reporting: Cost per order or per qualified application, taken from the platform and from your own analytics, with the gap between the two explained rather than averaged away. Shorts-only reach and frequency. Hook rate at three seconds per cut, which is the number that tells you what to shoot next quarter and the only creative metric we ask you to act on. We will not: Letterbox a horizontal film and invoice it as a Shorts campaign. Fold Shorts back into a blended video line in the report. Launch against a landing page that fails a throttled mobile test, which we run before the flight and will hold the start date over. Fit: Beauty, apparel and DTC with a visual product and a live catalogue. High-volume local hiring, where the role explains itself in six seconds. Not enterprise software and not considered B2B with a four-person buying committee and a six-month cycle. Shorts will deliver volume there and none of it will close, and we would rather not prove that with your money.