Google has made an update to its Showcase Shopping ads, introducing the ability for advertisers to add videos to the retail search ad format.

Previously, Showcase Shopping ads only allowed advertisers to upload multiple images to a single ad. This gave brands the chance to promote their products using the imagery in conjunction with descriptions, products, and promotions, helping shoppers to explore the things they want to buy.

Now, video has been added to ‘provide a more immersive, contextual experience for shoppers’. Showcase Shopping is Google’s first retail search ad unit to feature video. For now, the format will only be available to advertisers that are already running Showcase Shopping ads.

“When it comes to finding new products and narrowing down their choices, nearly two-thirds of shoppers say online video has given them ideas for their next purchases, and over 90 per cent of these folks say that they’ve discovered new products and brands via YouTube,” said Google. “Video to Showcase Shopping ads helps shoppers more deeply engage with your products.”

In addition to bringing video to Showcase Shopping ads, Google is gradually rolling out shoppable images to publishers over the next year. These images will enable advertisers to highlight their shopping ads on curate, published content from Google’s publisher partners.