YouTube is introducing shopping ads to its home feed and search results as Google attempts to capitalise on shoppers increasing use of videos as shopping tools.
Google today announced that YouTube browsers will now see personalised adverts pop up in their home feeds, the selection of suggested videos available when you first visit the platform, “making YouTube more shoppable and extending the reach of (brands’) shopping campaigns”.
Furthermore, the video hosting giant is introducing adverts to YouTube search results meaning people coming to the website to “browse and research products may see visual shopping ads based on their interest”.
Video adverts will also now be more interactive, giving users information like store location, interest forms and additional calls to action, with sitelink extensions set to be introduced in the coming months.
This is in response to data which suggests video has become a favourite search tool for shoppers during the holidays, with nearly two-thirds stating a video has given them ideas and inspiration for their purchase.
Of those, a further 90 per cent say they have discovered new products or brands via YouTube, a statistic that the platform hopes retailers will be keen to capitalise upon.
“Consumers are continuing to watch more content on the YouTube platform and we want to be where they are, to reach and engage them,” Puma’s vice president of ecommerce Rick Almeida said.
“This new opportunity will enable PUMA to extend our shopping strategy into a new property and inspire consumers.”