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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Key Themes Behind This Trend
- Shoppable Video Ads
- Opportunity for companies to showcase product images and increase sales by integrating company pages into video platforms like YouTube.
- Google Merchant Center Integration
- Opportunity for companies to sync Google Merchant Center with video ad materials and display products through shoppable ad formats.
- Enhanced Consumer Convenience
- Opportunity to entice consumers through the added convenience of purchasing products immediately while watching videos, potentially increasing impulse buying.
Where This Applies
- E-commerce
- Opportunity for e-commerce companies to leverage shoppable video ads to showcase their products and drive sales.
- Digital Advertising
- Opportunity for digital advertising agencies to offer shoppable ad formats that integrate company pages into popular video platforms.
- Retail
- Opportunity for retailers to utilize shoppable video ads to engage customers and drive sales by showcasing product images in a convenient and interactive manner.
