Google has launched two of its video ad formats on AdWords, as the internet giant gears up for the festive shopping frenzy. The video formats TrueView for Shopping and Shopping ads on YouTube , show how Google thinks video will play a bigger role than ever in the busiest shopping season period of the year. [...]

Google has launched two of its video ad formats on AdWords, as the internet giant gears up for the festive shopping frenzy.
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The video formats TrueView for Shopping and Shopping ads on YouTube , show how Google thinks video will play a bigger role than ever in the busiest shopping season period of the year.
With TrueView for Shopping product, marketers can display interactive video ads that contain actionable shopping cards, which act as a bridge to a purchase, Google said.
The cards display along the right margin of the ad and contain specific product and pricing details. Marketers can target the videos at people who have visited their site or watched their other videos, Google said.
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In a recent analysis of TrueView campaigns, 57% of campaigns saw lift in consideration and 24% saw a lift in favorability," wrote Diya Jolly, director, video ads product management, in a blog post. "In addition, 35% of campaigns saw a lift in purchase intent."
The other new video format, Shopping ads on YouTube, lets marketers overlay shopping cards on top of product videos on YouTube.
This means that viewers who are researching products on YouTube can click a small button at the top of the view window to see the shopping cards containing product and pricing details, and easily click through to a purchase page.