In the Connected TV video ad (featured below), marketers will be able to display their website reference or another contact using the latest ad format. After which, the user will be given an option to transfer to phone that will transmit the promotional ad or URL to their mobile device without even interfering them while watching videos. The user then continue shopping on the mobile phone similar to how it is done usually, adding items to the cart, then checkout to fill up the required details, and completing the payment. Rather than pausing the video and complete purchasing a product, they can do whenever they are willing to interact with the product detail.
Advertisers would intelligently target the advertisements to the right audience by focusing on the video content. A brand extension ad showing a new set of sports shoes may appear in a fitness video.
According to YouTube, the conversations between the brand extensions can explicitly be tracked by the advertisers in the Google Ads. These are only a couple of the initiatives YouTube has undertaken in order to broaden its e-commerce offerings.