With more and more users watching YouTube on the big screen, Google is making it easier for brands to drive sales via CTV.
The tech giant has unveiled new advertising solutions aimed at making CTV ads “more shoppable”.
“Today, we’re expanding Video action campaigns to CTVs to help advertisers drive more online sales or generate leads, and grow their business,” said Google Director, Product Management, YouTube Ads Romana Pawar in a blog post.
YouTube advertisers have been using Video action campaigns for some time as a way to drive conversions and increase campaign performance.
Previously, these Video action campaigns have not been available for CTV.
Pawar said that the change is about helping advertisers leverage the growing CTV audience.
“With a quarter of logged-in YouTube CTV viewers watching primarily on TVs, the living room is becoming an essential place for brands to drive incremental conversions with new audiences,” Pawar said.
“In early experiments for Video action campaigns on TV screens, over 90 per cent of conversions coming from CTV would not have been reachable on mobile and desktop devices.”
