Article

Mike Owen
Mike Owen 30 June 2015

YouTube Announces Game-Changing TrueView For Shopping Feature

YouTube's TrueView is letting advertisers build e-commerce into their ads.

Google has continued its month of e-commerce innovation with possibly the most exciting news yet for online retailers: YouTube’s TrueView is letting advertisers build e-commerce into their ads.



The recent introduction of ‘Cards’ gave marketers extra opportunity to capitalise on hard-won views by overlaying ads with brand messages, links and suggested videos. The TrueView for Shopping feature takes this one step further.

As well as directing audiences to videos, playlists or websites, Cards now offers integration with the Google Merchant Center, enabling ads to link directly to online store pages.

This shortens the pathway to purchase; eliminating the need for consumers to leave the ad to search for featured products, and helping them to make purchases quickly and directly.


The stats coming from early adopters are impressive. Home goods retailer Wayfair is reported to have earned three times more revenue from shoppable ads than regular ones, while beauty retailer Sephora said it saw an 80% increase in consideration and a 54% rise in ad recall.

However, as with all new developments, Google’s latest innovation does come with implications for the purchasing pathway.

Firstly, the user experience on retailer sites must be excellent in order to drive conversions. A click isn’t a completion, and while shoppable TrueView ads may provide a boost to direct inbound traffic, the onus is still on the retailer to make the sale. This means enticing product imagery, engaging and informative product descriptions, relevant cross-sell recommendations and a seamless basket journey. And because TrueView operates on both mobile and desktop devices, that experience must be matched across all platforms.

This is where intelligent multichannel solutions and integrated marketing systems come to the fore: Systems that deliver seamless information, integrating data from CRM, ERP and all content sources to offer a consistent information flow and a coherent customer experience.

Secondly, video ads must be taken to the next level. It’s no longer just about engagement, reach and awareness: it’s about direct responses and sales. Combining a solid sales pitch with the kind of wit, savvy and edge necessary to survive the ‘Skip’ button has always been (and will continue to be) a serious challenge for marketers using TrueView – and now with the additional KPI of conversions.

The key to success (and managing expectations from brand and ecommerce stakeholders) will be having a strong strategy for how video ads fit into the overall marketing mix, ensuring that video content is tailored to objectives – and the right KPIs are used to measure impact.

This strategy should be underpinned by smart software that makes storage, rights management and multichannel publishing efficient and scalable.

To find out more take a look at brand and asset management solutions.

Original Article

Find out more on the future of Technology at our DLUK - Trends Briefing on the 24th September 2015


Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
14 Amazing Examples Of Brands Killing It With Facebook Ads

14 Amazing Examples Of Brands Killing It With Facebook Ads

How do you design the perfect Facebook ad that converts? A lot of people will start throwing money at Facebook, but not see any success. This comes either because they don’t have a proper strategy for their Facebook ads or their ads are not well designed. But for those brands which have a good strategy and work hard to test and refine their advertising, Facebook ads can generate huge profits. And we’ve found 14 of such examples.

Luisana Cartay
Luisana Cartay 11 December 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more