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YouTube introduces buy buttons to ads on desktop and mobile

YouTube has added buy buttons to TrueView ads, where users can click to buy stuff after being redirected to that product page, reports Adage. This will be rolled out over desktop and mobile in the coming months. YouTube added this feature after it noticed that users were searching for a product seen in the YouTube ad on Google after having watched a video on YouTube. This move reduces the user’s ‘path to purchase’, the report mentions. Ad overlays with product info With the new feature, advertisers can overlay ads with product info, images and links where users can buy them. The report stated that marketers can also use these ads to re-market products to users who had previously checked out the products on the brand’s site without checking out. Advertisers will be charged when people click on any of the product elements or watch the full ad or at least 30 seconds of it. Users can still skip ads once they play for 5 seconds. After 5 seconds, a button will appear on the top right corner of the video which will display the card overlays after it is clicked. YouTube claims that there are over 1 million channels on its platform which focus on product reviews. It added that the views of product review videos have also increased year-over-year by 50%. YouTube had added interactive cards to its skippable TrueView ads last month. Checking out Vs Buying This marks a pattern for YouTube where it is seeing users turn to the platform…

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I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

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