{"id":124192,"date":"2021-05-05T13:35:07","date_gmt":"2021-05-05T17:35:07","guid":{"rendered":"https:\/\/www.borndigital.com\/?p=124192"},"modified":"2021-05-05T13:35:09","modified_gmt":"2021-05-05T17:35:09","slug":"youtube-streamlines-connected-tv-e-commerce","status":"publish","type":"magazine","link":"https:\/\/brainstation.io\/magazine\/youtube-streamlines-connected-tv-e-commerce","title":{"rendered":"YouTube Streamlines Connected TV E-Commerce"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Need to Know<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>New extensions will allow YouTube users to shop for products they see on their screen by clicking a single button, which sends a link to the product to their mobile device.<\/li><li>Viewers can then learn more about a product, add it to their cart, and make a purchase, without navigating away from the video.<\/li><li>Advertisers can target ads to relevant videos, and monitor conversions within Google Ads.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Analysis<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>YouTube is making it easier for brands to target YouTube users with a new connected TV (CTV) extension that will allow advertisers to integrate shoppable ads directly into the platform&#8217;s video-viewing experience.<\/p>\n\n\n\n<p>The new feature, called <a href=\"https:\/\/techcrunch.com\/2021\/05\/04\/a-new-youtube-feature-will-make-its-connected-tv-ads-more-shoppable\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand extensions<\/a>, is specifically targeted at YouTube viewers who use the video-streaming platform on their televisions. Brands will be able to display a button advertising a product directly on YouTube videos, which, when clicked, sends a link to the product page to the viewer&#8217;s smartphone. Viewers can then learn more about the product and make a purchase from their smartphone or mobile device, without navigating away from the video itself. <\/p>\n\n\n\n<p>Advertisers will be able to track conversions from brand extensions directly within Google Ads, and will be able to target viewers with products that are relevant to the video they&#8217;re viewing \u2014&nbsp;a cookware company could use brand extensions to advertise kitchen tools on a cooking video, for instance, while an athletic apparel company could advertise clothing on a home-workout video. <\/p>\n\n\n\n<p>In <a rel=\"noreferrer noopener\" href=\"https:\/\/blog.youtube\/news-and-events\/youtube-main-stream-highlights-10th-annual-brandcast-delivered\" target=\"_blank\">a blog post<\/a> announcing the new feature, Tara Walpert Levy, Vice President, agency and brand solutions for Google and YouTube, noted that YouTube represents 40% of all watch-time on ad-supported streaming services in the US, making CTV tools a potentially huge revenue-driver for brands. <\/p>\n\n\n\n<p>She added that, because &#8220;more and more, people are choosing to watch their favorite content with others&#8221;, the use of brand extensions that help brands &#8220;easily extend their overall reach and [the]\u00a0impact of their campaigns.&#8221;<\/p>\n\n\n\n<p>In-video shopping is the cornerstone of YouTube&#8217;s 2021 roadmap. In a blog post on the company&#8217;s website published in February, CPO Neil Mohan wrote that beta testing shopping integrations are an \u201copportunity to meet the growing demand for e-commerce.\u201d<\/p>\n\n\n\n<p>A month later, YouTube <a rel=\"noreferrer noopener\" href=\"https:\/\/brainstation.io\/2021\/03\/26\/youtube-brings-product-recommendations-to-videos\" target=\"_blank\">rolled out product recommendations<\/a>, which creates a list of products seen in videos. The feature, which will also list recommended products that are similar to those that appear in a video, will appear in between recommended videos, below the video player.<\/p>\n\n\n\n<p>YouTube\u2019s integrated e-commerce rollout followed the Google-owned platform&#8217;s\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/brainstation.io\/2020\/06\/19\/youtube-launches-new-shoppable-ads\" target=\"_blank\">launch of shoppable ads<\/a>, which allow brands to convert video ads into storefronts. The company has also experimented with livestream shopping in recent months: QVC, for instance,\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/brainstation.io\/2021\/02\/02\/qvc-brings-livestream-shopping-to-youtube\" target=\"_blank\">launched<\/a>\u00a0its first livestream shopping channel on YouTube in February. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Need to Know New extensions will allow YouTube users to shop for products they see on their screen by clicking a single button, which sends a link to the product to their mobile device. Viewers can then learn more about a product, add it to their cart, and make a purchase, without navigating away from [&hellip;]<\/p>\n","protected":false},"author":76318,"featured_media":124198,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,3414],"tags":[99],"magazine-region":[],"magazine-series":[],"magazine-topic":[],"class_list":["post-124192","magazine","type-magazine","status-publish","has-post-thumbnail","hentry","category-News","category-technology-News","tag-youtube"],"acf":[],"_links":{"self":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/124192","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine"}],"about":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/types\/magazine"}],"author":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/users\/76318"}],"version-history":[{"count":0,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/124192\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media\/124198"}],"wp:attachment":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media?parent=124192"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/categories?post=124192"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/tags?post=124192"},{"taxonomy":"magazine-region","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-region?post=124192"},{"taxonomy":"magazine-series","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-series?post=124192"},{"taxonomy":"magazine-topic","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-topic?post=124192"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}