A month ago YouTube was updated with TrueView cards – to make videos (and ads) more interactive, particularly on mobile.
Now Google have announced TrueView for Shopping, allowing product specific click-to-shop interactivity right from YouTube.
TrueView advertisers connected with a Google Merchant Centre account will be able to show video ads which feature an information card up the top right of the video. Across all devices users will be able to expand the card with a click, and then interact with more information – now including the advertisers Google Merchant Centre products.
Wayfair, an online home goods retailer in the US says they have seen strong results from TrueView shopping, including earning three times the revenue per impression compared with previous campaigns.
The release follows a claimed 50% increase in views year on year on product review videos on YouTube and over a million dedicated product review channels. From my experience YouTube is a great destination for tech reviews and product comparisons. Some YouTubers have acquired millions of subscribers, like Marques Brownlee whose MKBHD channel has over 2.4 million subscribers and is dedicated to reviewing anything with an “on button”!
The success of these review videos shows that YouTube is frequently used in purchase decisions. If someone is looking for an iPhone 6 vs Samsung Galaxy 6 comparison video they are likely going to buy one or the other.
With this new ad format Google is trying to reduce purchasing friction by reducing the number of steps to purchase. Google say they have seen patterns of behavior showing users searching on Google.com for specific products after viewing a TrueView ad. While users will not be able to click to buy, they can be on the product page with a single click.
Advertisers will potentially be able to use TrueView shopping to push more relevant ads on these product review videos, providing a better user experience and more likely a better advertising ROI.
The new feature is expected to roll out into the AdWords interface in the coming months.
If you sell consumer products online, targeting users outside of New Zealand this could make YouTube a much more effective driver of revenue for you moving forward.