V-Commerce? Google to Add Video Product Listing to YouTube
It's probably happened to you before. You're watching a TV show, movie or clip on YouTube, when in the background you see the perfect lamp that would match your living room aesthetic. Unless it's a blatant product placement — "mmm, isn't this PEPSI refreshing," the actor says straight into the camera — you might never know where to find that lamp.
A recent announcement from Google's AdWords team might be able to resolve some of those cases. A new feature called "TrueView for shopping" will soon allow you to place listings alongside a YouTube video that features those products. "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," the AdWords blog post reads.
We already knew that video marketing can help boost the visibility of campaigns in a major way, but adding an easy path to purchase? This is a whole new ballgame. Google reports that early brand trials with TrueView saw a three times revenue increase per impression served versus normal campaigns.
And, of course, mobile will be emphasized. After putting such a focus on mobile moments, how could Google not? "Since we know that 50 percent of views on YouTube come from mobile devices, we've made sure that it works seamlessly across mobile phones, desktops and tablets," the blog post reassures.
So if you're looking to expand your video marketing efforts in the coming months, and also are already working with AdWords, the platform is shaping up to roll the two together. What do you think? Let us know in the comments section below.