YouTube today gave advertisers a sneak peek at its plans to make itsmore shoppable. The company will soon introduce a new interactive feature aimed at advertisers, called brand extensions, allowing YouTube viewers to with a click of a button.
The new ad format will allow the advertiser to highlight their website link or call-to-action in their mobile device without interrupting their viewing experience.ad. The viewer can click “send to phone,” which sends that promotion or URL directly to their
The consumer could then shop the website from thebrowsing products, adding items to the cart, and completing the transaction. But they can do it when they’re ready to engage with that product information instead of having to stop their video from doing so.
The advertisers will also smartly target the ads to the correct audience based on the. For example, a fitness video may feature a brand extension ad that shows a new pair of running shoes.
YouTube says advertisers willextensions directly in Google Ads.
In a related e-commerce ad effort, brands can add browsable product images to their direct response video ads to encourage.
These are only a few of the efforts YouTube has been working on to expand further into e-commerce.
Today, consumers, particularly, like to watch videos and engage. At the same time, they shop, leading to the emergence of numerous , NTWRK, ShopShops, TalkShopLive, Bambuser, and others. Facebook has in live and video-based shopping across Facebook and Instagram.
Meanwhile, TikTok had become home to video-based e-commerce, with Walmart (which alsowhen Trump tried to force a sale) hosting multiple shopping live streams in recent months. TikTok also found success with e-commerce as it has rolled out more tools to direct video viewers to websites through integrated links and integrations with Shopify.
Butshopping, representing 40% of the watch time of all ad-supported streaming services, per Comscore data. And of the top five streaming services in the U.S. that account for 80% of the connected TV market, only two are ad-supported, YouTube noted.
Ads are only one way YouTube will drive e-commerce traffic. Creators will also play a role.
, a report from Bloomberg said YouTube asked creators to tag and track the products they featured in their clips. In February, YouTube later revealed more about this effort, saying it was beta testing a shopping experience that and that this would roll out more broadly in 2021.
However, brand extensions are separate from that effort as they’re focused on giving the advertiser their means to drive a shopping experience from a video.
YouTube says the new brand extension ads are only the first of more interactive features the company has in store. The feature will roll out globally later this .