YouTube Embraces Ecommerce with TrueView
Leo Davie / June 7, 2015

trueview wayfair campaign

YouTube is one of the world's most popular websites with engagement on astronomical levels so it stands to reason that an element of ecommerce would be brought into it sooner rather than later and with the recently announced TrueView platform this has become a reality.

Consumers can now make purchases directly from a video they are watching with the intention of capturing impulse purchases from those engaged by the content they are viewing - and thereby heralding a potential new dawn in sales.

A Long Time Coming....

Whilst the concept of advertising in YouTube videos is nothing new, the ability to actually make a purchase whilst still watching the video certainly is and it is a development which is likely going to have some of the world's biggest brands salivating at the commercial potential.

Driven by YouTube's new "cards" platform, TrueView will likely revolutionise the uber-popular video sharing site and make it a much more commercial space but it remains to be seen whether this will be to the detriment of the content and popularity of the website.

The fundamental feature that sets YouTube's TrueView apart is the fact it allows you to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within your video ad and this is something that has been hitherto not possible.

What it means for advertising...

Product placement is nothing new in the world of advertising but the ability to buy what your seeing at the touch of a button certainly is and that's exactly what is in store with YouTube's (Read: Google's) latest objective. So, don't be surprised when you start absent mindedly buying stuff when trawling YouTube for cat videos!

TrueView is essentially an overlay that lets brands who upload content onto their channels to sell their wares by utilising the same platform used in Google Shopping to buy goods simply and effectively and for those who spend a lot of time on YouTube, the shift towards ecommerce will likely be extremely noticeable.

Google are betting their new YouTube TrueView platform will provide many benefits to their overall advertising arm such as:

  • Larger emphasis on the ability to buy products directly from videos will improve the success of adverts
  • With an increase in the effectiveness of the adverts, more advertisers will want to make use of the TrueView platform
  • The more successful the platform becomes, the more Google / YouTube will be able to charge for the advertising placements with the Shop Now functionality

So, it's clear Google / YouTube have got high hopes for this ecommerce centric introduction to the vastly popular video sharing platform and we here at GPMD will definitely be keeping our eye on its success.

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