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YouTube is revamping the way viewers experience ads on television with the launch of an interactive product feed for shoppable connected TV (CTV) ads.
This newly introduced format allows advertisers to showcase multiple products alongside their commercials, transforming passive viewership into a seamless shopping journey.
As viewers increasingly multitask, watching TV while browsing their phones, YouTube’s latest innovation caters to these modern habits. The interactive feed, positioned on the right-hand side of the TV screen during ads, acts as a virtual storefront. Using a remote control, users can scroll through various products and interact in real time.
A Dual-Screen Experience for Instant Shopping
What sets this format apart is its cross-device functionality. When a viewer selects a product, they’re prompted to scan a QR code with their smartphone, granting them instant access to the purchase link. There’s also an option to press and hold a button to send all product links directly to their phone, enabling them to explore or purchase items collectively.
This approach offers advertisers a more direct connection to consumers, facilitating on-the-spot purchases while maintaining the immersive TV viewing experience.
The launch was announced during YouTube’s Upfront presentation on Wednesday, which also featured a high-energy performance by Lady Gaga and appearances by creators like MrBeast and Brittany Broski. The event underscored YouTube’s continuing dominance in the streaming space.
According to internal company data, TVs have become the primary screen for YouTube viewership in the U.S. during Q1 2025. Moreover, Nielsen has recognized YouTube as the top streaming platform by watch time in the U.S. for more than two years, outpacing giants like Netflix, Disney+, and Prime Video.
Ad Effectiveness Backed by Data
YouTube emphasized the effectiveness of its CTV ad campaigns, citing over 50 million average monthly conversions in the fourth quarter. In addition, a Kantar study revealed that U.S. users ranked YouTube as the No. 1 platform for discovering information about brands.
YouTube isn’t alone in the race to make ads more interactive. Amazon, for instance, just introduced its own shoppable ad format for Prime Video, showcasing product deals, customer reviews, and Prime delivery options.
As digital platforms continue blending entertainment with e-commerce, YouTube’s innovation could set a new standard for advertising in the streaming era, bridging the gap between inspiration and action with a single click or scan.
