YouTube is investing in new ad formats that will make it easier for brands to partner with YouTubers to serve shopping ads and make it easier for consumers to take actions from the ads, such as linking to purchase options to purchase products in the videos.
“From livestream experiments with shop opportunities with retailers like Sephora, Target and Walmart to pilot projects where viewers can buy directly from the videos of their favorite creators – we are still at the beginning of what is possible,” says Philipp Schindler, Google’s senior VP and chief business officer, said during the conference call last week.
This marketing ecosystem is increasingly dependent on the 2 million YouTubers who create the videos on YouTube. These are all areas that now fall under Walpert Levy’s remit.
However, this is also an increasingly competitive area where advertisers are finding numerous options in trading social, video and connected TV apps. Digital offerings such as YouTube, TikTok and Instagram also deal with data and data protection changes on devices. Apple’s recent app tracking transparency logs made it so that apps must seek permission from consumers to track their web habits on iPhones, which has marred older methods of measuring trading success through in-app advertising. This is one of the reasons why so many platforms are trying to embed shopping directly into their services so as not to be tied to Apple for data on when sales are made.
“A billion shopping sessions happen every day on Google, in search and on YouTube, in the image search, on the shopping tab and Lens and so on,” said Schindler last week. “So, to be honest, we are very encouraged by the long-term opportunities in retail. And we’re focused on helping companies of all sizes connect with their customers wherever they are. “