YouTube created a new ad format that makes the platform more shoppable. The ad format will feature product images for viewers to browse, by integrating company pages into the video platform. Companies can have products displayed through the new ad format by syncing Google Merchant Center with video ad materials. Following that companies can decide which products to feature.
The new ad format was tested by a company named Aerie, which ran a targeted ad campaign on the video platform. Arie’s ‘Spring 2020’ campaign resulted in a return increase of 25% when compared to last year's campaign.
The new ad format may be able to entice consumers, through the added convenience of being able to purchase products immediately. Which also may increase instances of impulse buying.
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