YouTube has added a call-to-action button to its TrueView in-stream video ads that allows shoppers to make purchases. In a blog post on the Official Google Blog, Google said that the new feature will “connect the dots between the moment a person watches a video and the moment they decide to make a purchase”.
TrueView for shopping will allow brands to showcase product details and images, along with the ability to click to purchase from a brand or retail site. The new feature will work across mobile phones, desktops and tablets.
The new initiative comes on the back of YouTube Cards, which was announced on May 16. “Thanks to the first-ever integration of the Google Merchant Center into video ads, advertisers need only connect their campaign with a Merchant Center feed to dynamically add products to their in-stream videos, customized for each user through contextual and audience signals like geography and demographic info,” wrote Google in the post.
Google said that online retailer Wayfair, which was part of early tests saw a three times increase per impression served as compared to previous campaigns. Meanwhile, beauty retailer Sephora saw 80+ per cent lift in consideration and 54+ per cent lift in ad recall and an average view time of nearly two minutes, according to the internet giant.