“That’s why the creator space is exciting. Yes, as a brand, you have to relinquish control and scale content to lots of different channels, but it’s going to perform better long term,” she continued.

Booking.com is now testing ads across YouTube’s TikTok rival Shorts, including a recent Eurovision campaign starring former winner Conchita Wurst.

Next, Wills is testing connected TV advertising on the platform, as YouTube’s data showing 45% of viewers are watching via their TVs.

“That’s a huge consumer trend of people watching Shorts. There’s a lot of potential there,” said Google senior industry manager Abi Akakpo.

You can find insights and exclusives from Social Media Week Europe here.