YouTube Pushes Holiday Sales Into Shoppable Video Ads

Google is in the early stages of creating a new shopping experience on video through its wildly popular YouTube site. A new beta feature released just before the holiday season is being adopted by brands, particularly fashion and retail, to drive in-stream sales. Shoppable video is still in its infancy, but trends in online behavior and new shopping patterns are leading to a greater focus on the medium. Marketers have always had an eye out for sales through video content, but the path has largely been elusive. Google wants to change that by embedding clickable ads into products displayed on videos.

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