Google Explores Advertising Options: Tests Product Ads on YouTube
Google appears to be exploring advertising options that can support its direct-to-customer commerce initiatives.
The search engine giant is reported to be testing a new feature specifically for YouTube that will display product recommendations and pricing below videos and allow the user to seamlessly checkout within Google.
After news broke that Google’s Q1 ad sales growth was dropping, it was clear that marketers were spending their ad money elsewhere, and Google needed to diversify its revenue opportunities in order to stay competitive.
Many speculate that this is an attempt by Google to recapture some of its declining retail market space that’s been lost to Amazon’s massive growth.
While we think of Google as the “king” of the internet, it does have some real roadblocks standing in its way.
Many people are now conducting initial product searches on Amazon instead of searching on Google, and generally spend more time on social media platforms. So, by nature, those ads are becoming more effective.
By investing in its YouTube platform as a base for getting users and brands involved with Google’s shopping initiatives, will it be enough to recapture this retail market?
What We Know About YouTube’s Shoppable Ads So Far
Since Google has yet to formally announce the new feature, we don’t know the scope of its capabilities or who will be eligible to access it.