YouTube made his tone to advertisers on Wednesday, accompanied by a flashy performance by Lady Gaga and special apparitions of popular YouTubers such as Brittany Broski and Mrbeast.
During his initial presentation, the YouTube managers introduced new ads formats that arrive on the platform, including a TV offer connected to the enhanced Shoppable (CTV) that includes a new interactive product feed.
The move is strategic for YouTube, as it recognizes that spectators often watch videos on the big screen, also using their phones to scroll social media or shop online.
The new shoppable format allows advertisers to view products on the right side of the TV screen during ads. The interactive feed acts as a shop for brands where spectators can easily browse more products using their remote controls. When a viewer selects an element, he is asked to scan a QR code with his smartphone to obtain a direct connection for the purchase.
In addition, there is a button that spectators can press and hold, allowing them to send the connection to their phones to buy all the products at the same time.
YouTube has become a dominant force in the television vision. Nielsen reported that it was the main platform for streaming watches in the United States for over two years, overcoming the giants of streaming Netflix, Disney+and first video. In the first quarter of 2025, TVs were the main device for displaying YouTube in the United States, according to the company’s internal data.
In particular, the company indicated a survey by Kantar, indicating that the US participants classified YouTube such as platform n. 1 to look for information on brands. The company also said that the YouTube campaigns on CTV generated over 50 million average monthly conversions in the fourth quarter.
Shoppable ads have gained traction between streaming services and advertisers in recent years. Just this week, Amazon has announced a new interactive shopable ads on the first videos that highlights Amazon’s offers, user reviews and Prime Shipping details.
