In a recently updated blog post on test features and experiments, YouTube indicated it will be introducing an “automated list of products detected in videos.” Although information is scarce about the feature, it’s likely that product detection is the latest move by YouTube, and parent company Google, to increase ecommerce opportunities on the hugely popular video platform.
What Is The YouTube Product Detection Feature?
“We are experimenting with a new feature that displays a list of products detected in some videos, as well as related products. The feature will appear in between the recommended videos, to viewers scrolling below the video player,” explained YouTube in the blog post. Adding, “The goal is to help people explore more videos and information about those products on YouTube.”
Last fall, YouTube announced testing had begun for an ecommerce hub that would allow users to buy directly from YouTube videos without having to move to third-party seller websites. Although YouTube has not offered any specifics linking the ecommerce hub with the new product detection feature, it’s possible products detected may also be for sale through the YouTube ecommerce hub. Shoppable video is popping up across social media platforms, including Instagram and Snapchat, and appeals to the increasing preference from shoppers for seamless online transactions.
How Could The YouTube Product Detection Feature Benefit Advertisers?
In addition to potentially improving conversion rates and campaign performance, product detection, particularly if it links directly to sales opportunities, offers an opportunity for brands to better measure attribution by tracking sales back to YouTube advertising campaigns.
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