YouTube launches ad formats that will turn the video-sharing site into a “digital showroom”

YouTube unveiled a series of new updates to its advertising tools, including the ability for online audiences to buy products immediately after being exposed to an ad, as consumers’ path to purchase shortens, as well as an improved measurement for those who want to use video sharing. website as brand support.

Chief among the new products unveiled are Shopping Ads for YouTube – similar to its Shopping Ads on Google – which will display clickable ad units for shopping in partner videos on the video-sharing site, a feature that, according to she will transform the format into a “digital showcase”.

Ads that double as a digital showroom

The new YouTube ads are similar to its Cards and TrueView shopping ad products (launched earlier this year) in which users click the “i” icon to be served with said ad creative, and can be purchased on a one-to-one basis. similar to how Shopping ads are sold on Google.

YouTube also claimed that the recently unveiled ad formats will help those looking to promote their mobile apps reach their viewers regardless of screen audience, noting that the average viewing session on mobile devices has increased. by 50% in the last 12 months to reach 40. minutes.

TrueView for App Promotion

The ad suite includes new mobile video ad formats called “TrueView for App Promotion”, which allow app developers to promote their products to YouTube viewers on their mobile devices.

In addition, it also unveiled ad units that allow app promotion in its dedicated gaming app with the ability to bid on ad units using a cost-per-cost pricing model. installation – where a bidder sets the price they are willing to pay for a download. – coming soon.

Improved brand impact measurement on YouTube

YouTube is also keen to improve its appeal as a brand medium, with the company today unveiling an improvement to its Brand Lift tool – which allows advertisers to monitor organic keyword search trends – and will now also monitor keyword searches. keys on the video sharing site.

Speaking about the updates, Diya Jolly, Director of Video Ads Product Management at YouTube, said, “With this update, you’ll be able to see if your ad is driving searches for organic video content related to your brand on YouTube. Engagement measurement is an important part of determining impact and is a unique benefit of advertising on Google and YouTube.”

The development of the “shortened path to purchase” will challenge brands to evolve their “last click” attribution strategies (the default model for measuring their success in the early days of online advertising) to become more multi-touch.

Speaking to The Drum recently, Laura Desmond, Managing Director of Starcom MediaVest, explained: “We are starting to see the journey to purchase shorten and collapse in the media journey with the development of products from companies like Facebook. and Google, which are growing aggressively. partnerships of brands and retailers around “buy now” buttons on their platforms.

“This means that a consumer’s media journey can also be an online business journey. It’s going to be incredibly disruptive to the way retailers sell in the physical and virtual world. »

The announcements come during Google’s Ad Week New York campaign, which yesterday included its Customer Match product.

Shirley K. Rosa