YouTube launches update to make CTV ads more shoppable

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 05, 2021, 5:38 PM GMT+0

This development comes close on the heels of Google’s announcement in May this year to make CTV ads more shoppable.

Google has extended its native video action campaigns to YouTube ads on connected TVs (CTV). Viewers will now be able to click on a URL at the bottom of the CTV screens to continue shopping on the brand’s website from their desktop or mobile device.

YouTube will direct users to the website without their viewing sessions being interrupted. In December alone, more than 120 million people in the US streamed YouTube or YouTube TV on television sets last year.

YouTube’s early experiments for video action campaigns on TV screens revealed that over 90% of all conversions from CTV were not reachable on mobile and desktop devices. The latest update is expected to plug this loophole and help businesses drive their online sales. 

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