retail news in context, analysis with attitude

TechCrunch reports that Google-owned YouTube has "announced a new direct response ad format that will make YouTube video ads more 'shoppable' by adding browsable product images underneath the ad to drive traffic directly to brands’ product pages. The introduction of the format comes at a time when advertisers are trying to find new ways to capture consumers’ growing interest in e-commerce shopping, amid a pandemic that’s kept people from shopping brick-and-mortar physical stores for fear of infection."

According to the story, "To use the new shoppable format, brands will first need to sync their Google Merchant Center feed with their video ads. They can then visually expand an ad’s 'call to action' button with the best-selling products it wants to feature in the ad in order to generate traffic that sends viewers directly to the product listing on the brand’s own website."

KC's View:

I think this is interesting, because it points to a future in which advertising becomes more contextual, and allows people to be "sold" less than they are "engaged."  Retailers need to think about this stuff, and consider how they can be engaging with their shoppers to a greater degree, and what this can mean to their bottom lines.