Driving Sales for Retailers With YouTube’s TrueView for Shopping

Wayfair and Sephora wanted their YouTube content to drive sales, so they used TrueView for shopping to engage new customers. This approach provided an essential e-commerce layer, delivering a 3X increase in revenue performance for Wayfair and an 80% lift in brand consideration for Sephora.

Shoppers can be so particular. In today’s digital world, online shoppers want to be catered to with helpful content such as tips, how-to guides, and entertaining stories, while “buy now” btns stay out of the
way. They want to be heard and feel valued by brands, and they’re savvy enough to recognize thinly veiled sales pitches. By focusing on consumers’ passions and interests, brands can hold their attention and connect with them in an authentic way. This also lets them take advantage of everyday micro-moments, such as when consumers turn to YouTube for product tips and recommendations.

And when the purchase moment arrives, brands need to be able to quickly shift from fostering customer connections to enabling smooth conversions.But how do they do it? That’s the puzzle that faced Wayfair and Sephora, two companies that dominate the home goods and beauty spaces, respectively. Creating a seamless, user-focused online
shopping experience just wasn’t enough, especially during the holiday season. They wanted to connect with consumers in a more intimate way to create brand lift and loyalty, while still driving conversions
and sales. These are very different objectives (connecting versus selling), and YouTube’s latest product, TrueView for shopping, helped the retailers get there by offering a true direct-response layer for their YouTube campaigns.

With the introduction of TrueView for shopping, YouTube viewers can now click through to a brand’s products, which lets consumers easily purchase items that are right in front of them on-screen. The cards
can use the same technology as dynamic remarketing, or advertisers can set filters to pull relevant products from their Merchant Feed.
This means product cards are dynamically generated for that video
ad’s particular impression, and work seamlessly to incorporate an e-commerce element for consumers. Working across mobile, tablet, and desktop, the cards can help increase viewer engagement while helping brands reach potential customers, even in unexpected demographics.