Google has introduced Shopping ads to the YouTube home feed and YouTube search results.

Google has also made YouTube video ads more visual and interactive, giving viewers useful and actionable information such as store location, interest forms and additional calls-to-action to help drive more conversions. In the coming months, sitelink extensions will become available for TrueView for action ads. This will make it easier for viewers to navigate to additional landing pages such as holiday catalogues, opening hours or other promotional pages. In a beta test with 30 advertisers, adding sitelinks delivered a 23 per cent increase in conversions.

Any advertiser that is already using standard Shopping campaigns and is opted-into YouTube on Display Network can run Shopping Ads on YouTube.

One retailer planning to launch YouTube campaigns is PUMA, whose vice president of eCommerce, Rick Almeida, said: “Consumers are continuing to watch more content on the YouTube platform and we want to be where they are, to reach and engage them. This new opportunity will enable PUMA to extend our shopping strategy into a new property and inspire consumers.”