YouTube makes smart TV ads more purchasable – TechCrunch
YouTube announced Monday that it was expanding video action campaigns (one of Google’s types of interactive video ads) to connected TVs (CTVs) to make YouTube ads more purchasable. The company says this new initiative will help advertisers increase their online sales and grow their businesses.
For context, when viewers see a video action campaign on their TV, they are prompted via a URL at the bottom of their screen to continue shopping on the brand’s website from their desktop or computer. mobile device. All of this is done without interrupting user viewing sessions.
“With a quarter of viewers connected to YouTube CTV who watch primarily on televisions, the trade show is becoming an essential place for brands to drive incremental conversions with new audiences. In the first experiences of video action campaigns on TV screens, over 90% of conversions from CTV would not have been accessible on mobile and desktop devices, ”said Romana Pawar, director of media management. products for YouTube ads, in a blog post.
Pawar notes that more and more people are choosing to watch YouTube on the big screen, as more than 120 million people streamed YouTube or YouTube TV to their TVs last year in December in the United States. Additionally, Pawar pointed out that companies with the goal of generating online sales should use video action campaigns to find new customers in a single campaign by combining the inventory of all YouTube video partners and Google.
“For the first time, successful advertisers can take advantage of YouTube on CTV to drive and measure conversions,” Pawar explained in the blog post. “Video action campaigns on TV screens are now available worldwide through Google Ads.”
Google first announced plans to make its connected TV ads more purchasable earlier this year (in May). Consumers, especially younger users, enjoy watching videos and interacting while shopping. As a result, YouTube and other platforms like Facebook and Instagram have invested in live shopping and video shopping functionality.