A few days ago at the IAB Mixx event Google announced a number of new products for Youtube advertisers. Here’s an overview of what you can look forward to in the forthcoming weeks and months.
TrueView For Shopping
For the past year Google has been working on making videos more interactive, with the intention of driving more sales for its advertisers. The first step in this was known as “Cards” which allowed advertisers to share product information within their videos.
The next step in this is the new “TrueView For Shopping” product which allows advertisers to connect their Google Merchant Center feed to their TrueView campaign to dynamically insert product cards within in-stream ads, based on the products that are most likely to lead to a conversion.
Shopping ads for YouTube
This product allows advertisers to show a “click-to-buy” ad within partner videos on YouTube, meaning that advertisers can gain targeted customers from other YouTube publishers’ content! For example another YouTube publisher could upload a product review or “unboxing” video and an advertiser could display a “click-to-buy” ad, potentially gaining traffic and sales from a pre-established audience! Like Shopping ads on Google, advertisers will only pay when a user clicks on the ad.
Shopping ads on YouTube will provide an entirely new revenue stream for creators, providing another way to monetize product-focused videos. They also provide a more interactive experience for viewers, letting them shop directly from videos. This much like Google Customer match will be two key advertising features to look out for in 2016.
