YouTube Adds E-Commerce Option to Video Ads

When Google paid $1.6 billion to acquire YouTube in 2006, the company had a vision for what could be. Today, Google is pressing into a new phase of that vision: e-commerce.

For all its popularity, YouTube is still not making big money for its parent company. But this new e-commerce twist could drive at least an incremental revenue stream. ItEUs called TrueView. YouTube Ads team members Avi Fein, Pete Lidwell, Jean-Yves Delort explained the new product in a blog post.

EUWhether itEUs watching a product review or learning how to bake a soufflé, we look to video in countless moments throughout the day to help us get things done,EU they said. EUWe call these micro-moments -- when we reflexively turn to our devices to learn more, make a decision, or purchase a product.EU

Connecting the Dots

The idea behind TrueView is to connect the dots between the moment a person watches a video and the moment that individual decides to make a purchase. TrueView makes it easy to get more information on products and then click to buy.

HereEUs how it works: TrueView for shopping allows advertisers to showcase product details and images -- along with the ability to click to purchase from brands or retail sites -- within the video ads. Currently, the product is available for TrueView in-stream video ads on YouTube. With the understanding that half of YouTube views come from mobile devices, the company optimized the platform to offer a strong experience on mobile phones, desktops, and tablets.

EUBuilt on the cards platform we announced last month, TrueView for shopping enables advertisers to scale the manual process of connecting individual products with individual videos,EU the trio said. EUThanks to the first-ever integration of the Google Merchant Center into video ads, advertisers need only connect their campaign with a Merchant Center feed...

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