Google launched two new video-based ad formats for its per-per-click advertising platform Adwords recently:
TrueView for Shopping and Shopping ads on YouTube. The new ad formats seek to capitalize on the ever-growing medium of video, which has grown exponentially over the past few years.
To learn more about Trueview for Shopping and Shopping ads on YouTube, keep reading.
TrueView for Shopping
TrueView for Shopping allows marketers to create and display interactive shopping cards within their YouTube videos. Marketers create “product cards,” which are displayed to the right of the video and contain details about the product like description, pricing, image, etc. Viewers can even click these product cards to purchase the advertised product. According to Google, marketers can target their TrueView for Shopping ads at users who have already visited their website or watched one of their other videos.
“TrueView for shopping allows you to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within your video ad. It’s available for TrueView in-stream video ads on YouTube. And since we know that 50% of views on YouTube come from mobile devices, we’ve made sure that it works seamlessly across mobile phones, desktops, and tablets,” explained Google in a blog post announcing the new ad format.
Shopping ads on YouTube
The second new ad format is Shopping ads on YouTube. It functions in a similar manner as TrueView for Shopping, consisting of product cards which are displayed within YouTube videos.
The key different between it and TrueView for Shopping, however, lies in where the product cards are displayed. In TrueView for Shopping, product cards are displayed to the right of the video. In Shopping ads for YouTube, product cards are displayed over the YouTube videos.
When someone watches a video with this type of ad, they will see a button at the top of the view window. Clicking this button will expand the shopping card to reveal more details about the product. To utilize this new ad format, simply log into your Adwords account and access the campaign settings tab. From here, you can enable Shopping ads on YouTube.
Of course, neither of these ad formats are “technically” new, as they’ve been in closed beta for months now. But apparently advertisers and users seem to be responding well to TrueView for shopping and Shopping ads on YouTube, because Google has now made them available to all Adwords advertisers. In its blog post, Google said the reason for launching the new video ad formats is the success it had with its integration of TrueView ads on Adwords.
And with video continuing to dominate, there’s a good chance that we’ll see more video ad formats available in the months and years to come.
What are your thoughts on these new ad formats? Let us know in the comments section below!
Image attribution: https://www.flickr.com/photos/korosirego/