YouTube is making its content shoppable. So-called shoppable videos have been around a while (see Target’s Falling For You on Curious Fridays, Sept 28 2012), but actually purchasing the product required a number of clicks.
- New/Evolved Platform: YouTube’s external annotations technology.
- Mechanism: The video alerts viewers to items for purchase by showing a muted box over the item. When the box is clicked, a new web page featuring that item opens. The video pauses when that happens, allowing the viewer to browse the shopping page.
At this point, YouTube is offering the technology up for free. But the video site is benefiting from brands like Juicy which are purchasing ads on YouTube to promote the shoppable video. Juicy is putting plenty of muscle behind the ad, with plans for social-media promotion using the hashtag #GiveMeWhatIWant, as well as in-stream ads for the video.
More on AdAge.