YouTube hinted to advertisers that they are aiming to make the platform more shoppable, especially for ads that are shown on TVs.

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    A new ad extension called Brand Extensions is being rolled out that will show users a website link or call to action button on their TV during the ad. When a user clicks on this button, a link will be sent to their mobile or streaming device for the product shown in the ad. From here, users can continue their shopping experience whilst their YouTube video continues on their TV.

    Previously, it has always been tricky for advertisers to use TV ads to get conversions on their site. But this new ad extension is a great way to bridge the gap between product ads on YouTube and customer conversions.

    Brand Extensions will be rolling out globally towards the end of 2021.