Amid a pandemic that has wreaked havoc on brick-and-mortar shopping, YouTube wants to make it easier for retailers to display their inventory to online video watchers.
The digital video giant is experimenting with browsable product images in ads it announced in a blog post today, a week ahead of its NewFronts presentation to advertisers. It’s part of an effort from the company to attract advertising spend from retailers looking for new ways to “make your actionable video ads more shoppable,” YouTube Ads director and product manager Nicky Rettke wrote in the post.
Advertisers can sync their Google Merchant Center account feed to their video ads and select the products they want to feature in the browsable product images, which will appear below the video and will link directly to product pages.
The new functionality comes with a push from YouTube to attract marketing dollars from retailers.