YouTube Improves ‘Shoppable’ Video Ads

YouTube has made changes to its video advertisements that make it easier for consumers to click on an ad and buy a product, AdAge reports. Juicy Couture and fashion site Asos have both rolled out new videos that feature the new ads.

In the first few seconds of Juicy’s ad, a subtle, floating box appears over a beautiful sunbather to label what she’s wearing. Clicking on the box opens a new page, where viewers can buy the model’s bandeau top, bikini bottom, or pave toggle wrap bracelet on Juicy’s website.

Asos’ ad shows Ellie Goulding singing “Only You,” with boxes that lead to a curated list of party clothes.

These ads improve on previous efforts to make YouTube ads more shoppable. “To date [shoppable video] has been pretty choppy,” Lisa Green, head of industry apparel at Google told AdAge. “It exists, but we haven’t seen a strong technology behind them. It’s not the best user experience.”

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