In the TrueView for Shopping product, marketers can display interactive video ads that contain actionable shopping cards, which act as a bridge to a purchase, Google said. The cards display along the right margin of the ad and contain specific product and pricing details. Marketers can target the videos at people who have visited their site or watched their other videos, Google said.
The other new video format, Shopping ads on YouTube, allows marketers to overlay shopping cards on top of product videos on YouTube, which is owned by Google. So viewers who are researching products on YouTube can click a small button at the top of the view window to see the shopping cards containing product and pricing details, and easily click through to a purchase page.
Google said the new video innovations come as a result of its integration of TrueView video ads into its core AdWords front end. We’re likely to see more integration of video and related content into AdWords.