With These 2 New Products, YouTube Hopes to Make the Season Bright for Retailers

With the holiday shopping season on the horizon, YouTube is rolling out two products designed to help retailers. After testing a pair of shopping-based products with a few select companies, YouTube is making TrueView and shopping ads available to all retailers using Google AdWords. TrueView campaigns consist of interactive video ads that allow users to clickthrough to online retailers' pages and add items to their shopping carts, while shopping ads pair retailers with relevant product review videos. YouTube says its TrueView campaigns work—internal analysis found that 57 percent of campaigns saw a lift in consideration, 24 percent saw a lift in favorability, and 35 percent of campaigns saw a lift in purchase intent.