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Google adds buy button for YouTube ads

Moving on to the next chapter in its advertising business, Google has now added YouTube videos to the mix that it offers for the advertisers. Built within its TrueView feature, Google now allows for advertisers to place ads within a YouTube video along with a ‘buy’ button to enhance the experience.

Google explains in a blog post, “To connect the dots between the moment a person watches a video and the moment they decide to make a purchase, today we’re introducing a new feature called TrueView for shopping that makes it easy for viewers to get more information on your products and click to buy.”

TrueView for shopping allows advertisers to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within their video ad. It’s available for TrueView in-stream video ads on YouTube and works seamlessly across mobile phones, desktops, and tablets.

Built on the cards platform Google announced last month, TrueView for shopping enables advertisers to scale the manual process of connecting individual products with individual videos.

According to Google, brands that have participated in their early tests of TrueView for shopping have seen strong results for driving interest and sales. Online home goods retailer Wayfair, for instance, saw a 3X revenue increase per impression served when compared to previous campaigns. Beauty retailer Sephora took advantage of this new ad format to drive +80 per cent lift in consideration and +54 per cent lift in ad recall, and an average view time of nearly two minutes.

Apart from this, Google also added a ‘nearby business’ mobile ad format for location based searches. Google search interest in ‘near me’ has doubled since last year, with 80 per cent coming from mobile. “In these moments, consumers have heightened expectations for immediacy and relevance — 4 out of 5 say they want search ads to be customised to their city, zip code or immediate surroundings,” the company said in a blog post.

This feature will show three or four different businesses for location-related searches like ‘nearby auto repair’. Each ad unit will feature click-to-call and directions. “This new format organises the information that your on-the-go customers need so they can easily compare options and take action, like calling your business or visiting your store,” Google explained.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.