YouTube’s latest ad formats will enable viewers to buy movie tickets, book trips and download apps. Announced yesterday at the Advertising Week conference, the new units will be part of YouTube’s TrueView ads lineup, and have already been tested by brands including Vodafone, 20th Century Fox, Maybelline and meditation service (and Spotify partner) Headspace. “Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful information — giving consumers more reasons to take action,” is how Google described the new units in a blog post. “Using extensions, Vodafone drove a 2.3x incremental lift in Ad Recall and a 3.5 percent CTR — a 785 percent increase over their regional benchmark.”

This is very much about advertisers selling stuff: when it comes to concert tickets, YouTube already has a partnership with Ticketmaster (announced in November 2017) to sell tickets from artists’ official videos on the platform.

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