First tests for YouTube’s in ad shopping tool show Sephora drove 80% boost in consideration
Google has introduced TrueView Shopping on YouTube, allowing advertisers to display and link through to products alongside or within their video ads.
Is has been built on the back of the cards platform it announced last month, which allows brands to overlay additional information, related videos, playlists, and website links within their video ads.
Now, viewers can also click to purchase directly from the video ad.
“And since we know that 50 per cent of views on YouTube come from mobile devices, we’ve made sure that it works seamlessly across mobile phones, desktops, and tablets,” said Google in a blogpost announcing the tool.
Google claims early tests in the US have seen strong results for driving interest and sales.
Online home goods retailer Wayfair noted 3x revenue increase per impression served when compared to previous campaigns while beauty retailer Sephora saw an 80 per cent lift in consideration and 54 per cent lift in ad recall, and an average view time of nearly two minutes.
No UK retailers have participated in the tests. The tool rolled out globally yesterday (21 May).