YouTube pitched to advertisers on Wednesday, accompanied by flashy performances from Lady Gaga and special appearances from popular YouTubers such as Brittany Broski and Mrbeast.
During its front presentation, YouTube executives introduced a new ad format to their platform, including an expanded shopping connected television (CTV) service, which includes a new interactive product feed.
This move is strategic for YouTube. This is because viewers are often aware that they use their mobile phones to scroll through social media and shop online while watching videos on a big screen.
The new shopping format allows advertisers to display their products on the right side of the TV screen during ads. The interactive feed serves as a brand’s storefront that allows viewers to easily view multiple products using the remote control. Once viewers select an item, they are asked to scan the QR code on their smartphone to get a direct link for their purchase.
Additionally, there is a button that keeps the viewer pressed and continues sending a link to your phone so that you can purchase all your products at once.
YouTube has become the dominant force in television viewing. Nielsen has reportedly been the top platform for streaming watchtime in the US for over two years, surpassing streaming Giants Netflix, Disney+ and Prime videos. According to internal data from the company, in the first quarter of 2025 it was the leading device for YouTube viewing in the US.
In particular, the company pointed to Kantar’s research, indicating that it ranked YouTube as the No. 1 platform for US participants to search for information about their brands. The company also said its YouTube campaign on CTV produced an average conversion of over 50 million monthly in the fourth quarter.
Shopping-enabled ads have gained traction between streaming services and advertisers in recent years. Just this week, Amazon announced a new interactive shopping ad format for Prime Video, highlighting Amazon deals, user reviews and details about Prime shipping.