How brands are leveraging YouTube's shoppable ads feature to extend reach

exchange4media | November 28, 2019

The gap between promotion and purchase is closing, making the experience more seamless. YouTube has recently launched a 'Shoppable Ads' feature on its home feed and in search results, helping extend the reach of shopping campaigns. As the trend of shoppable ads grows, brands on social media platforms are leveraging the opportunity by running ads on such platforms as Instagram, Facebook, and now YouTube. According to GlobalWebIndex, the number of people saying they've used a smartphone or tablet to buy a product through social media has increased to 57% in Q3 from 53% two years earlier. "Almost two-thirds of consumers said that online video has informed and inspired the decision to make a purchase. Almost all (more than 90%) have discovered new products and brands on YouTube," according to a Google study.

Spotlight

Formed by leading international companies and trade associations involved in digital media, the Coalition for Better Ads is focused on bringing data-driven processes to the development and implementation of online advertising standards that specifically address consumer expectations. Ensuring that this direction and IAB guidance remain synchronized is important to providing clarity in compliance to the industry. Alanna Gombert, SVP, Technology & Ad Operations, IAB, and General Manager, IAB Tech Lab; Christopher Guenther, Senior Vice President, Global Head of Programmatic, NewsCorp, and Scott Spencer, Director, Product Management, Sustainable Advertising, Google, discuss the path to collaboration.

Spotlight

Formed by leading international companies and trade associations involved in digital media, the Coalition for Better Ads is focused on bringing data-driven processes to the development and implementation of online advertising standards that specifically address consumer expectations. Ensuring that this direction and IAB guidance remain synchronized is important to providing clarity in compliance to the industry. Alanna Gombert, SVP, Technology & Ad Operations, IAB, and General Manager, IAB Tech Lab; Christopher Guenther, Senior Vice President, Global Head of Programmatic, NewsCorp, and Scott Spencer, Director, Product Management, Sustainable Advertising, Google, discuss the path to collaboration.

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