Google Streamlines Consumers’ Holiday Season With Shoppable Ads
The tech giant's Shoppable Showcase ads allow click-to-buy purchasing from images and videos, and are even linking content with commerce by partnering with publishers to appear in everyday content like blogs or forums
Google is adding video and shoppable images to its Showcase Shopping ads to help consumers find exactly what they’re looking for this holiday season. The ads were first launched last season, and were intended to give advertisers the opportunity to feature more than one image per ad.
The Shoppable Showcase ads allow consumers to browse a wide variety of brands that sell any of the specific items they are searching for. By adding video and shoppable images, Google aims to provide retailers with an engaging and purchase-driving sales strategy. Furthermore, the videos allow for an even more dynamic ad experience, helping brands connect with shoppers in thematic, multimedia formats.
The shoppable images are intended to enable a streamlined shopping experience, arranged through publishing partners that allow consumers to browse products while going about their normal internet business like visiting a blog or forum. Through this strategy of linking content with commerce, Google hopes to provide retailers with the opportunity to reach a larger audience and more easily push consumers down the path to purchase.
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