YouTube today gave advertisers a look at its plans to make its video platform more purchasable. The company is soon going to introduce a new interactive feature aimed at advertisers, called brand extensions, that will allow YouTube viewers to learn more about what they see on screen with a click of a button on a product.
The new ad format will allow the advertiser to highlight their website link or any other call-to-action in their associated TV video ad. The viewer can then click on the “Send to Phone” option, which sends that promotion or URL directly to their mobile device, without disrupting their viewing experience.
From a mobile device, the consumer could then shop for the website, as they would normally browse products, add items to the cart and complete the transaction. But they can do so when they are ready to engage with the information on that product, rather than pausing their video to do so.
Advertisers will be able to smartly target ads to the right audience based on video content. For example, a fitness video may contain a brand extension ad that shows a new pair of running shoes.
Advertisers will be able to measure these conversions directly generated in Google ads, YouTube says.
In a related e-commerce advertising effort, brands can now also add browsable product images to their direct response video ads, to encourage interested shoppers to click through to visit their website or app.
These are just a few of the efforts that YouTube is working on with the goal of further expanding into e-commerce.
Consumers, and especially young Gen Z users, today watch videos and engage while shopping, leading to the rise of many video shopping services – such as PopShop Live, NTWRK, ShopShops, TalkShopLive, Bambuser and others. Facebook has also invested in live shopping and video-based shopping on both Facebook and Instagram.
Meanwhile, Ticketcock has become home to video-based e-commerce, in which Walmart (which also tried to force sales by Trump) hosted several shopping livestreams in recent months. Tiktok also had success with e-commerce as it has given more tools to direct video viewers with integrated links to websites and with Shopify via Integration.
But YouTube still has a large potential audience for video shopping, as it represents 40% of the clock time according to comscore data from all ad-supported streaming services. And the US has an 80% share of the TV market associated with the top five streaming services, with only two being ad-supported, YouTube noted.
Advertising is the only way YouTube will drive e-commerce traffic. The producers will also play a role.
A past report from Bloomberg stated that YouTube is asking creators to tag and track the products they were showing in their clips. YouTube later revealed more about the effort in February, stating that it is testing a shopping experience that lets viewers shop with their favorite creators, and it will roll out more widely in 2021 Will be out
Brand extensions differ from that effort, however, when they focus on giving the advertiser their own means to experience the purchase from video.
YouTube says the new brand extension ads are the most interactive features only in stores that the company has. The facility will be available globally later this year.