Google adds shopping actions to YouTube CTV ads
Google's Demand Gen is now powering Shoppable CTV ads on YouTube, allowing viewers to browse and purchase products directly while watching ads on their TV screens. This feature integrates e-commerce capabilities into the CTV advertising experience on the YouTube platform.
Key Takeaways
- Demand Gen is now powering Shoppable CTV on YouTube.
- Viewers can browse and purchase products while watching YouTube ads on TV.
- The feature integrates e-commerce capabilities directly into the CTV advertising experience.
- Google and YouTube are the named entities tied to the launch.
Why It Matters
This puts product browsing and purchase actions inside YouTube CTV ads, reducing the gap between ad exposure and transaction on the same screen. For the streaming ad stack, it shows YouTube is pushing commerce features into CTV rather than keeping ads purely for awareness. What to watch next: whether Google expands Shoppable CTV beyond this Demand Gen-powered YouTube format or adds more detail on advertiser adoption.
Read full article at mediapost.com
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