YouTube has announced new interactive ad formats specifically developed for TV screens. These formats allow viewers to browse and purchase products directly via their smartphones while watching. The introduction responds to the growing use of connected TVs and the combination of viewing behavior with direct purchasing behavior.
With this update, YouTube aims to bridge the gap between brand experience and purchase, helping advertisers achieve better results from their campaigns.
How does it work exactly?
YouTube displays an interactive product feed on the side of the TV screen during video ads. Using the remote control, viewers can navigate through multiple products. Those interested can easily scan a QR code with their mobile device. Alternatively, they can send all product links to their phone at once by holding down a button.
What does this mean for companies?
Companies that advertise through traditional TV often encounter the issue that viewers do not take immediate action. YouTube addresses this gap between attention and action. By making TV advertisements clickable, it increases the likelihood of direct conversion and impulse purchases. This enhances the measurability of campaigns and offers new opportunities for performance-driven marketing.
Facts that matter
According to YouTube, the platform has been the most popular for streaming time in the US over the past two years. In the first quarter, TVs were the most used device for watching YouTube. In the fourth quarter alone, YouTube's CTV campaigns generated over 50 million average monthly conversions. Research from Kantar also shows that consumers view YouTube as the primary source for brand information.
Conclusion
YouTube blurs the line between entertainment and e-commerce. For advertisers seeking greater returns from TV advertising, this interactive format provides a direct link between brand experience and purchase moment. It aligns with the behavior of the modern viewer, who relaxes on the couch but remains open to taking action.