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
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
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
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more