YouTube launches new ad formats to seize on CTV audience growth

October 22, 2021 9:00

Alphabet Inc-owned YouTube has reported significant growth in its Australian connected TV viewing at its virtual marketing event, Brandcast.

According to its own internal data, eight million Australians streamed YouTube content on a connected TV in March this year.

The rise of Connected TV or smart TVs has prompted YouTube to add an e-commerce aspect to its ad offering. New interactive ads will allow viewers to click on a button within the ad they’re watching on a Connected TV, which sends a link immediately to their mobile device. For advertisers, it provides an opportunity to connect directly with a consumer on the big screen. Seeven West Media announced a similar proposition on its BVOD 7Plus at its upfronts last week.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.