YouTube Launches Interactive Shopping Ads on TV

YouTube has introduced a new interactive ad format that lets viewers shop directly from their TVs. This marks another major step toward merging the worlds of entertainment and e-commerce — and could reshape how brands approach Connected TV (CTV) campaigns.

What Happened?

At its latest advertiser event, YouTube announced a series of new CTV formats. The most attention-grabbing? Interactive shoppable ads that allow viewers to not only watch ads but interact with them directly on the big screen.

How Does It Work?

• During a video ad on TV, product cards appear on the screen.
• Viewers can browse multiple products in a single session using their remote.
• When a product is selected, a QR code pops up — ready to scan with a phone.
• Alternatively, viewers can hold a button on the remote to send all product links straight to their smartphone.

This turns passive ad viewing into active shopping, eliminating the need to search for products later.

Why Does It Matter?

Combining CTV with e-commerce solves one of the biggest challenges in TV advertising — attribution. With a direct link between ad exposure and consumer action, brands get better performance insights and can capture impulse purchases at the moment of interest.

Key stats:

• YouTube has been the #1 streaming platform in the US for over two years in terms of watch time (Nielsen).
• In Q1 2025, TVs were the primary device for watching YouTube in the US.
• YouTube reports that CTV campaigns now drive over 50 million conversions monthly.

What’s in It for Marketers?

This new format opens exciting opportunities for brands that:

• Promote impulse-buy products;
• Want to combine big-screen storytelling with mobile-level measurability;
• Are looking for new high-engagement sales channels.

According to Kantar, American users already name YouTube as the #1 platform for discovering information about brands — which makes this new format even more appealing.

Final Thought

YouTube is cementing its role not just as an entertainment platform, but also as a fully-fledged e-commerce channel. The new interactive CTV ad formats could be a game-changer for brands looking to combine the emotional power of video with the trackability of digital advertising.

This article available in Ukrainian.