Google launches a new storefront ad format for YouTube to make ads more shoppable

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2020, 1:18 AM UTC

The new storefront ad format is part of YouTube’s NewFronts pitch to large TV advertisers.

YouTube has announced a new storefront ad format closely integrated with Google Merchant Centre to make its ads more shoppable. The new ad format will enable ecommerce companies to make their video ad campaigns a potential “storefront”, as per YouTube sales VP Adam Stewart.

Brands can create browsable feeds of products within the ad and link the YouTube video to their own product page. With direct response (DR) advertising increasing amid COVID-19, YouTube’s storefront ads will help brands running ecommerce performance campaigns sustain revenue and CPMs.

Marketers can use YouTube’s storefront to generate leads and drive traffic to their websites than traditional DR on TV. Brands can also optimise for different metrics like subscription sign-ups or leads with YouTube’s storefront.

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