YouTube is gearing up for Christmas mania with confirmation that the YouTube Holiday Stream and Shop will host seven days of shoppable livestreams from November 15.
Announced at Advertising Week New York, the festive initiative to unify streaming and e-commerce will harness the social capital of some of YouTube’s best-known personalities, such as the popular Merrell Twins, who share their list of the season’s must-have gifts from partner brands Walmart, Samsung and Verizon to their 6 million subscribers.
During these sessions, viewers will be able to access limited-time offers, be among the first to view new products, and engage directly with creators and other viewers through Q&A sessions and real-time polls.
Tara Walpert Levy, vice-president, agency and brand solutions at Google, explained in a blog post: “The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest and entertaining shopping content that cuts through the noise. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. As a result, people who shop on YouTube make faster, more confident purchase decisions – a win-win for both shoppers and brands.”
YouTube has already piloted shoppable livestreams with creators and retailers such as Raven Elyse, Simply Nailogical and Target as it latches on to a global streaming boom. YouTube has been further encouraged by Comscore research, which found that 40% of all ad-supported streaming view time originates from its content.
The livestream foray follows YouTube’s introduction of shoppable connected TV ads as part of a general shift from computers and mobile to television.