May 22, 2015
TrueView for Shopping Gets Product Information Into the Hands of Shoppers
Google is introducing a new system to help its AdWords customers maximize their selling potential.
Dubbed TrueView for shopping, the new feature makes it easier for YouTube advertisers to bring in sales because it is now easier for potential customers to get more information on products and then click to buy.
“TrueView for shopping allows you to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within your video ad,” reads an AdWords blog post.
“It’s available for TrueView in-stream video ads on YouTube. And since we know that 50 percent of views on YouTube come from mobile devices, we’ve made sure that it works seamlessly across mobile phones, desktops, and tablets.”
TrueView, which is built on the cards platform announced last month, allows advertisers to scale the manual process of listing individual products with individual videos.
Integrating Google Merchant Center into video ads, permits advertisers to link their campaign with a Merchant Center feed to add products to their in-stream videos. The products are then customized for each viewer through contextual and audience signals such as geography and demographic info.
“Brands that have participated in our early tests of TrueView for shopping have seen strong results for driving interest and sales,” the post says. “Online home goods retailer Wayfair, for instance, saw a three times revenue increase per impression served when compared to previous campaigns. And beauty retailer Sephora took advantage of this new ad format to drive +80 percent lift in consideration and +54 percent lift in ad recall, and an average view time of nearly two minutes.”
To sign up for TrueView, advertisers must contact their Google account manager.
Jennifer Cowan is the Managing Editor for SiteProNews.