YouTube Launches Interactive Shoppable Ads for Connected TV
YouTube announced new interactive shoppable ad formats for Connected TV (CTV) during its recent upfront presentation. This new feature allows viewers to browse and purchase products directly from their TV screens.
Interactive Product Feed Enhances Shopping Experience
Recognizing viewers' multi-screening habits, YouTube introduced an interactive product feed that appears alongside ads on the right side of the TV screen. This feed functions like a digital storefront, enabling viewers to explore various products using their remote controls. Selecting a product generates a QR code that viewers can scan with their smartphones for a direct purchase link.
Viewers can also press and hold a button on their remote to send a link to their phones, providing access to all featured products at once.
YouTube Dominates TV Viewing Time
YouTube's dominance in TV viewership makes this a strategic move. Nielsen reports that YouTube has led streaming watch time in the U.S. for over two years, surpassing Netflix, Disney+, and Prime Video. Internal data reveals that TVs were the primary device for U.S. YouTube viewers in Q1 2025.
A Kantar survey highlighted YouTube as the top platform for U.S. consumers seeking brand information. YouTube also reported over 50 million monthly average conversions from CTV campaigns in Q4.
Shoppable Ads Gaining Momentum
This announcement follows other recent moves in shoppable advertising. Amazon recently launched a similar interactive format on Prime Video, showcasing deals, reviews, and Prime shipping details. Learn more about Amazon's shoppable ads.
