YouTube Announces A New Ad Format “Direct Response”


YouTube has recently announced a new ad format that will add YouTube’s ads capability more action. The new ad format, called “Direct Response” allows adding browsable product imagery to inspire the next purchase.

With the effects of the pandemic to e-commerce, consumers have put more time to shop online, and the one best way to find what to buy is video. “With YouTube, marketers have the flexibility to shift budgets and invest in driving the results that matter most. As businesses begin to reopen, they have an opportunity to use video to drive both online and offline actions on YouTube, where 70 percent of people say they bought a brand as a result of seeing it on our platform. That’s why we’ve invested heavily to introduce effective video solutions that drive action,” Google states.

Brands that want to use the new shoppable format first need to sync their Google Merchant Center feed with their video ads. They can edit the ads’ “call to action” button with their popular products to inspire the consumers then this sends viewers to product listings on the brand’s website. 

This new format has got neat results from the early testers as well. “Recently, Aerie needed to simultaneously drive brand love and omnichannel apparel sales for their 2020 spring campaign. They used YouTube as a full funnel solution and connected with audiences with the highest likelihood to purchase. As a result, Aerie saw strong engagement for their brand and achieved a 25 percent higher return on ad spend than the previous year—with nine times more conversions compared to their traditional media mix,“ Google states.

With this new format, YouTube also announced “Video action campaings” which automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign. “We’ve seen Video action campaigns work for companies of all sizes, including Mos, a startup that helps students find funds for college to avoid large student debts. As a newer company, Mos was excited to test out a solution that could drive results quickly. In the last few months, Mos saw 30 percent more purchases for their service at a third of the cost compared to their previous YouTube benchmarks,” Google states.

As pandemic fast-forwarded many habits of consumers, and the big one is online shopping. Not only YouTube but also other tech giants are investing in here a lot. Recently, Facebook and Instagram rolled out Shops in May, to turn business profiles into online storefronts where consumers can buy directly from brands without leaving Facebook’s or Instagram’s app and Snapchat also expanded its dynamic ads for e-commerce retailers worldwide in June. 

So, it seems the new, better ways of formats for online shopping on the video side will be released rapidly in the near term.



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