YouTube gave advertisers a sneak peek at its plans to make its video platform more shoppable.
Introducing a new interactive feature aimed at advertisers, called brand extensions, which will allow YouTube viewers to learn more about a product they see on the screen with a click of a button.
This will allow advertisers to highlight their website link or another call-to-action in their connected TV video ad. The viewers can then click the option “send to phone,” which then sends that promotion or URL directly to their mobile device without interrupting their viewing experience.
The advertisers will also be able to smartly target the ads to the correct audience, based on the video content. Advertisers will be able to measure the conversions generated by these brand extensions directly in Google Ads, YouTube says.
In a related e-commerce ad effort, brands can now also add browsable product images to their direct response video ads, in order to encourage interested shoppers to click to visit their website or app.
These are only a few of the efforts YouTube has been working on with the goal of expanding further into e-commerce.