Dive Brief:
- Google has announced the launch of TrueView for Shopping, a new YouTube ad format similar to its own product listing ad format.
- TrueView is an extension of the cards format, and allows advertisers to promote products via overlays on larger screens and below videos on smartphones.
- Advertisers have control over certain ad details and can take advantage of targeting based on topics, geography and demographics.
Dive Insight:
Google’s new TrueView for Shopping feature extends YouTube’s advertising capabilities by allowing advertisers to promote related products in the cards included alongside a chosen video. TrueView ads display as overlays on desktop computers, laptops and tablets, and below the video when viewed on a smartphones.
Advertisers have some control over what appears on the ads, such as prices and calls to action, and can employ a range of Google’s targeting and dynamic retargeting features. Click-through takes users to the advertiser’s website. In testing, retailer Wayfair reported that revenue per impression tripled compared to previous campaigns.