YouTube has recently announced a new ad format that will add YouTube’s ads to capability more action. The new ad format is called “Direct Response” which allows adding browsable product imagery to inspire the next purchase.
Display Products From Your Catalog
First off, YouTube is adding new eCommerce products listings below video ads, in order to help guide viewers to specific products from your catalog.
As elaborated by YouTube; “To help businesses establish a stronger eCommerce presence, we’re experimenting with a new way to make your actionable video ads more shoppable. AND complementing your ad with browsable product imagery to inspire the next purchase.”
As you can see in the example above, the option will display products from your catalog below the video ad while it plays.
Video Action Campaigns
With this new format, YouTube also announced “Video action campaigns” which automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign.
Like it did with the shoppable ad format and Aerie, YouTube tested video action campaigns earlier this year with Mos, a startup that helps college students fund their schooling through financial aid. Using the placement, Mos saw 30% more purchases than usual for a third of the ad spend, Rettke said.
Google Added Attribution Reports
Google has included YouTube in their Google Ads attribution reports, that provide insights and information into the allocation of budgets, to aid advertisers to increase efficiency across YouTube, search, and shopping campaigns.
The report will also provide more transparency around consumer insights, that can accompany the utilization of the new shoppable ad formats.