TrueView for Shopping Brings ‘Buy Now’ Products to YouTube Ads

By Alex Spencer

YouTube Buy Button

YouTube has introduced ‘TrueView for Shopping’ to its video ad offering, a feature that enables merchants to add product links to their video ads.

The capability is available for TrueView in-stream video ads on YouTube across mobile and desktop. It builds on the ‘cards’ platform added to YouTube last month, and integrates Google Merchant Centre – the first time this has been done with video ads.

Advertisers can connect their campaigns with a Merchant Centre feed in order to automatically add products, which then appear alongside the video with a ‘buy now’ button that leads directly to the item’s purchase page on the merchant’s website.

TrueView for Shopping will fully roll out over ‘the coming months’, but YouTube has already started trialling the capability with some retailers. Home goods retailer Wayfair reported a 3X increase in revenue per impression served compared to previous campaigns, while beauty retailer Sephora saw a 80 per cent lift in consideration off the back of a TrueView for Shopping campaign.

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Source:: Mobile App News