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YouTube gets more ‘shoppable’, also launches music streaming app

Google-owned video platform YouTube has launched shopping ads to its home feed and search results, and enhanced its video ads. According to Google, the move allows retailers to tap into and create shopping intent for its consumers, according to a blog post by Nicky Rettke, director, product manager, YouTube Ads.

The shopping ads are served to YouTube users based on their interest. The new ad format will highlight different products and prices. Advertisers who are using YouTube’s standard shopping campaigns and have opted into YouTube on display network are eligible for the feature. To help advertisers drive more conversions, YouTube video ads have also been made more interactive with the addition of actionable information such store location, interest forms and additional calls-to-actions.

In the coming months, site link extensions will also be made available for TrueView for action ads. This makes it easy for viewers to navigate to additional landing pages such as holiday catalogues and store hours. In a beta test with 30 advertisers, adding site links showed a 23% increase in conversions, said Rettke. The new extensions will be available on the extensions tab in Google Ads.

A research by Google showed that video has also become a favourite research tool for holiday shoppers. Nearly two-thirds of shoppers say online video has given them ideas and inspiration for their purchase. And more than 90% of them say that they have discovered new products and brands via YouTube.

Launch of premium memberships

Meanwhile, YouTube has also launched a music streaming app, YouTube Music, as well as ad-free experiences via paid memberships, YouTube Premium and YouTube Music Premium.

According to a press release, YouTube Music is a “reimagined, made-for-music app and web player” and is currently available on the Google Play Store and iOS App Store. It is currently running an introductory promotion offering YouTube Music Premium free for a month. YouTube Music Premium also offers offline downloads and an ad-free experience.

Meanwhile, YouTube Premium has been brought to Singapore and will include membership to YouTube Music Premium, and offer an ad-free experience with background play and offline downloads. According to Google, more than 1 billion music fans come to YouTube each month to listen to music and discover new ones. YouTube has over two million artists on its platform.

T.Jay Fowler, director of product management, music products, YouTube said: “We built YouTube Music to help people find the music they love and bring a richer, smarter and more immersive music experience to fans across the country and around the world. From recommended music videos, live performances, covers, to new videos – it’s all here.”

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