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Google’s Demand Gen now powers Shoppable CTV that enables viewers to browse and purchase products while watching YouTube ads on TV.
After first teasing the forthcoming shoppable formats at Google Marketing Live 2025, YouTube began rolling them out on Thursday.
The ad format is available through its platform Display & Video 360 (DV360) and serve up through Google’s Smart TV app.
Google Merchant Center (GMC) supports the advertising format through Google Performance Max and Demand Gen campaigns.
The shopping connected TV (CTV) ads pull images and product data from an advertiser’s Google Merchant Center (GMC) account product feed, and then turns them into a clickable carousel with QR codes that link to each individual item. Amazon already uses QR codes on some of its ads running on CTV.
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Google has also announced the rollout of Attributed Branded Searches for Demand Gen. The company describes it as a conversion metrics in Google Ads that’s designed to measure how upper-funnel campaigns like Demand Gen influence user interest. It shows the volume of a campaign’s branded searches on Google and YouTube.
YouTube CEO Neal Mohan pointed out in a blog published Wednesday that Google will continue to invest in YouTube’s capabilities, from CTV shoppable ads to video ad features to content creation and creators. After all, he notes, that “while technology unlocks new creative possibilities, it’s YouTube creators and artists who are leading the way to reinvent entertainment.”
He notes that from niche interests to global trends, viewers find what they want to see on Shorts, which now averages 200 billion daily views. This year, YouTube plans to bring more variety to Shorts by integrating different formats — like image posts — directly into the feed, making it easier to stay connected with favorite creators.
Google today also introduced “Travel Feeds” in Demand Gen, making it easier to connect with a brand’s Hotel Center feed to build dynamic video ads featuring hotel pricing, ratings and availability.
Demand Gen also has worked to help advertisers like LG Electronics drive performance, achieving a 24% higher conversion rate than its paid social campaigns while reaching high-valued customers at a 91% lower cost per acquisition (CPA).
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