Nearly two-thirds of consumers claim that online video has informed and inspired their decision to make a purchase according to recent research and more than 90 percent report having discovered a new product or brand from YouTube.
To tap into this trend and how more shoppers are using video in their buying journey, the Google-owned platform is introducing Shopping ads to its home feed and search results.
Capture users earlier and make it personal
“Consumers are continuing to watch more content on the YouTube platform and we want to be where they are, to reach and engage them,” said Rick Almeida, Vice President of E-commerce at Puma Group. “This new opportunity will enable Puma to extend our shopping strategy into a new property and inspire consumers.”
Puma is just one debut advertiser of the Shopping ad product, but the company’s experience points to promising results for other brands eager to expand their visual advertising efforts.
As depicted below, the display will be very similar to other ads delivered through Google’s platform including Search, Shopping, and various partner websites and the larger Google Display network. More specifically, they’ll be targeted and delivered based on a user’s interest leveraging details about the product and the brand.
Instead of having to specifically enter the name “Puma” in a search bar to see ads for running shoes, simply expressing an interest in running could trigger ads from other retailers offering related gear highlighting different products and prices.
The new YouTube ads are just one update from Google as it looks to become more of a visual advertising option for brands.
Drive action through interactivity
The company also shared that it’s working towards enhancing the interactivity of ads within videos themselves so they’re more actionable. For example, clicking on a video to be directed to store location specifics and interest forms. In the coming months, this will be expanded to sitelink extensions for TrueView for action ads, making it more seamless to navigate to additional landing pages such as holiday catalogs. A beta test conducted with 30 advertisers yielded a 23 percent boost in conversions after added sitelinks.
Fuel inspiration through rich imagery
In a study led by Google in partnership with Ipsos, 85 percent of people take action within the first 24 hours of discovery — spanning actions including reading reviews, comparing prices, or committing to purchase.
In the spirit of these findings, Showcase Shopping ads are now available on Google Images with the intent of making it easier to browse more products from a single click through grouping related products together. With additional categories like cosmetics and electronics, the hope is to boost consideration and create a unique experience for those unfamiliar with a specific brand.
Online shopping is most definitely not a one-size-fits-all game. People expect personalization and targeted ads whether they’re shopping for themselves or someone else and they have less time to do it. It’s up to brands to make experiences frictionless and efficient through listening, anticipation, and being present when it matters.