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YouTube regularly rolls out new features and runs experiments, and the latest experiment is sure to have a major impact on advertising and shopping opportunities on the video-sharing platform.
Behind the scenes, YouTube’s development team has been working on a way to automatically detect any products featured in a video. The detection system was rolled out as an experiment to YouTube viewers in the US on March 22, and will initially be used to display a list of related products below the video.
As the YouTube Help page explains, “We are experimenting with a new feature that displays a list of products detected in some videos, as well as related products. The feature will appear in between the recommended videos, to viewers scrolling below the video player. The goal is to help people explore more videos and information about those products on YouTube. This feature will be visible to people watching videos in the US.”
The benefits of this feature are potentially huge for both Google and its advertising partners. Advertisers should gain access to a finer level of control over which of their products are displayed based on the specific products contained in each video. It’s no longer a case of relying on the title, tags, and description.
For Google, as well as getting their cut of any products purchased via a YouTube listing, this is going to make its advertising business more effective and therefore successful. At the same time, the video recommendation system will be more nuanced and able to better target individual viewers, ultimately keeping them clicking and watching for longer.
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