This fall, YouTube videos that highlight a product — such as product reviews or how-to tutorials — will begin to feature new Shopping ads. The new ads allow viewers to click to read more about the product and even purchase it right on YouTube.
“Buy buttons” are already prolific on Google, Pinterest and Instagram, and, with the new feature, YouTube users will be able to purchase a variety of products while watching a wide range of YouTube videos.
Until now, small businesses and brands could only include similar ads on their own YouTube videos, but now the ads will appear on any video that allows them. Similar to Shopping ads on Google, you will only pay when a viewer clicks on your ad.
Earlier this year, YouTube unveiled Cards, which allows businesses to share products directly within their videos across all screens. This was closely followed by TrueView for shopping (pictured above), which is more like “automatic” cards. The feature allows businesses to dynamically insert product cards within their in-stream ads, based on the products that are most likely to lead to conversion.
Diya Jolly, YouTube’s Director of Product Management for Ads, announced the new ads on Inside AdWords:
“We’ve kept the format similar to Cards and TrueView for shopping, so users can easily recognize and click on the “i” icon at the top right of a video to view the Shopping ads. Shopping ads on YouTube are built off of your existing product feed in the Merchant Center. They will enter an auction similar to Shopping ads on Google search and are selected based on a variety of contextual signals.”
“We’re also focused on providing better measurement, helping you understand whether your investments are driving results. Our Brand Lift solution, for example, helps you measure interest by monitoring lift in organic keyword searches related to your brand on Google.com.
“Starting today, Brand Lift will look not only at searches on Google.com, but will take YouTube searches into account as well.”
This is good news to small business owners as they can now easily measure the impact of their YouTube ads.