The site's recently debuted shoppable advertising platform allows consumers to directly purchase from advertisers, incentivizing brand partnerships with the site as well as generating more revenue for creators

Like many major internet companies, YouTube feels the pressure to consistently provide value to both its creators and its advertisers. In an effort to make its ads more effective, YouTube created a platform that allows consumers to purchase products by clicking on links within its ads.

This means a video watcher can book movie tickets or download an application directly. For example, “a movie trailer advertiser could show users local showtimes that they can click through and be taken straight to a site like Fandango or Atom.”

YouTube hopes that this advertising platform will help it better compete with similar video sites by incentivizing brands to work with them. Furthermore, the initiative provides value to YouTube's content creators, as higher-value ad revenue allows the site to pay them more. The platform is now live on mobile devices.

YouTube


Lead image: mobile phone displaying YouTube app stock photo from ThomasDeco/Shutterstock

Like many major internet companies, YouTube feels the pressure to consistently provide value to both its creators and its advertisers. In an effort to make its ads more effective, YouTube created a platform that allows consumers to purchase products by clicking on links within its ads.

This means a video watcher can book movie tickets or download an application directly. For example, “a movie trailer advertiser could show users local showtimes that they can click through and be taken straight to a site like Fandango or Atom.”