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BizReport : Advertising archives : June 04, 2015

TrueView allows shopping from within YouTube video ads

As consumers increasingly turn to video content to learn 'how-to' or to watch product reviews, YouTube has introduced a new feature that allows for easier product discovery and purchase.

by Helen Leggatt

According to recent Google statistics, more than 100 million hours of 'how-to' video content has been watched in North America alone since the start of this year. Mobile was found to be the main driver of the behavior with 91% of smartphone owners using their device to search for such video content, most probably at the point when they are trying to complete a task.

Now, marketers can take advantage of the trend by showcasing product details and images, as well as enabling viewers to click to purchase from within video ads. The new feature is available via TrueView in-stream video ads on YouTube. Video viewers simply click on the shopping ad to be taken to the brand's website to make a purchase.

According to the announcement on Google's Inside AdWords blog, "TrueView for shopping enables advertisers to scale the manual process of connecting individual products with individual videos... 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".

Furthermore, the feature works "seamlessly" on mobile devices, something Google was keen to emphasis particularly as so many video content views come via mobile.

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Tags: advertising, shopping, video ad, YouTube

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