What Happened
YouTube’s two latest shoppable ad formats – “TrueView for Shopping” and “Shopping Ads on YouTube” – are now out of beta and available to all advertisers using Google’s AdWords. First introduced in May, TrueView for Shopping allows retailers to create interactive video ads that contain actionable shopping cards that can direct viewers to purchase pages. Meanwhile, Shopping Ads on YouTube, which debuted in late September, enable retailers to overlay shoppable cards in all contextually relevant YouTube videos, not limited their own videos.
What Brands Need To Do
By extending the general availability of its shoppable ad formats, YouTube is ramping up its video ad products for retailers just in time for the holiday shopping season. YouTube currently leads the digital video ads market with its ad revenue set to reach $2.2 billion this year, according to eMarketer (paywall). And retail brands should consider utilizing these buyable ad formats to help move potential consumers down the sales funnel.
Source: Marketing Land
Header image is a promotional image courtesy of Google’s Inside AdWords Blog