YouTube is shifting its focus from computer and mobile screens to TV screens. The new shopping ad format is located opposite the skip ads feature and opens the selected shopping URL on an additional device that is signed in to Google, says MMR.
Citing internal data showing that 120 million Americans streamed YouTube or YouTube TV from their television screens in December 2020, and the video-sharing platform is taking the opportunity to make shopping more affordable by offering video campaigns on connected television (CTV).
CTV viewers who are presented with the ad format can activate the web link at the bottom of the screen to go directly to the brand’s website from their computer or mobile device without leaving the content. In addition, advertisers will be able to measure the performance of their campaigns in real time using the Google Conversion Lift tool, which provides information on website visits, subscriptions and purchases.
NIXSolutions notes that by leveraging the skippable In-Stream and Video Discovery ad formats, the new functionality is being marketed as a mechanism for advertisers to reach out to potential customers in their living rooms.
The company hopes to reach a different audience: according to Google’s June 2020 data, over 90% of CTV-related conversions are impossible from mobile or desktop.