With more and more brands shifting to digital, and Google being one of the largest advertising platforms in the world, the implementation of digital product storefronts under Youtube videos surprises nobody.
Google has made it clear, ever since June, that the new digital storefronts will hit Youtube in an experimental stage. On YouTube, where 70% of users state that they bought a product as a result of seeing it on the platform, it is the perfect ecosystem for the new stores.
With this new feature, Youtube is looking to help companies market goods directly to the user, and have a more diverse presence as far as e-commerce is concerned. The new storefront will display under ads in the form of a button, and once pressed, it will display the shopping section, with prices and details about the product.
Google hopes that, with this new way of shopping, video action campaigns will be a more than simple and cost-effective way of driving conversations, evolving and including all companies, regardless of size.
“It automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign. To make it even simpler, we will include any future inventory that becomes available, like the What to Watch Next feed.”
To access the testing phase of the storefronts, a company needs to sync their Google Merchant Center feed with the video ads. After the fact, it can visually expand the call-to-action button that displays the products, effectively driving traffic to the product pages that matter.
With this beta testing stage, both YouTube and Google ads will now have an attribution report. This tool will give an invaluable insight into how to best plan budgets to have the maximum impact across YouTube, search, or any other consumer-oriented campaigns.