Whether it’s watching a product review or learning how to bake a soufflé, the public looks to video in countless moments throughout to the day to help them get things done. These are micro-moments – when a consumer reflexively turns to his or her devices to learn more, make a decision, or purchase a product. To connect the dots between the moment a person watches a video and the moment they decide to make a purchase, YouTube has introduced a new feature called TrueView that makes it easy for viewers to get more information on products and click to buy, according to a blog post from Avi Fein, Product Manager, YouTube Ads, and his colleagues.
TrueView for shopping allows a marketer to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within a video ad. It’s available for TrueView in-stream video ads on YouTube. And since 50% of views on YouTube come from mobile devices, this new functionality works seamlessly across mobile phones, desktops, and tablets.
Thanks to the first-ever integration of the Google Merchant Center into video ads, advertisers need only connect their campaign with a Merchant Center feed to dynamically add products to their in-stream videos, customized for each user through contextual and audience signals like geography and demographic info.