Published – 2015-11-02
In today’s advertising climate, brands are placing more pressure than ever on marketers to reach new audiences and more importantly drive conversions. As a result, marketers are constantly looking for new ways to sell quickly, without the need to push consumers through a traditional sales funnel.
Internet giants are listening closely to these demands and Google recently announced their latest tool to make selling on YouTube a whole lot easier.
YouTube’s latest addition
Over the past 5 years YouTube has evolved from a simple video hosting platform to an advertising superpower, and their latest announcement indicates they won’t be slowing down anytime soon.
Introducing YouTube Shopping Ads, a new style of ad that looks to transform the YouTube videos we know and love into virtual storefronts. The move hopes to capitalize on the growing market of product related videos and is the latest in a series to find a way to better monetize the platform.
In the past year there has been a 40 percent increase in product related video viewership and in a recent poll 20 percent of 18- to 24-year-olds say they go to YouTube to find out what to buy.
How they work
Unsurprisingly Google has kept the exact process under wraps, but we know they will be pairing shopping ads with videos based on its search algorithms. The ads are designed to be a small, unobtrusive box that appears in the upper right-hand corner of your video. A click reveals a drop down menu with product image and prices, another sends users directly to the retailers site.
As with many other Google advertising products advertisers only pay when a user clicks on the ad to go to that site. The ads will soft launch this fall and are expect to roll out aggressively in 2016.
This move from YouTube makes it the latest ad-driven platform to really embrace e-commerce. This renewed interest isn’t just about the potential revenue from taking a cut of sales though, instead social networks are looking at the potential growth in overall marketing dollars from ads that quickly, easily drive actual sales.
For the last year Twitter has been working on the ability to buy within tweets and Facebook has been working on a “buy” button for online purchases. Recently rolled out Instagram advertising were sure to include a “Shop Now” button.
With digital commerce estimated to be worth over $300 billion for the first time it’s no wonder companies are looking for innovative ways to get their piece of the pie.
What do you think of YouTube’s latest ad offering? Do you think it will help businesses sell more products? Share your thoughts in the comments below and if you’re not already be sure to follow us on Twitter @PAYFORT.