Two major keys of advertising online in this day and age are eliminating as much effort as possible for the consumer to reach your product and capitalizing on the “buy now” impulse a user has when they view your product. YouTube has taken a big step forward in these areas with the release of TrueView.
People watching a video ad can now click to purchase the product from within the ad. While the ad is playing, the clickable portions appear as images within the ad and if a user clicks, it takes them to the product purchase page within the company’s website.
As of now, only a few brands have tested TrueView and its capabilities, but the results were quite good. Wayfair and Sephora were two of the testing retailers to see great results as Wayfair saw a 3 times boost in revenue increase per impression and Sephora got a 54% rise in ad recall as well as an 80% bump in product consideration. Positive results such as these translate to a full scale launch in the coming months where TrueView will be accessible to a wider range of brands. YouTube also made sure that TrueView will be available on all desktop, mobile, and tablet devices.
Earlier this week, Google stayed true to their word and altered their formula in an effort to encourage more sites to go mobile-friendly. The change, that some within the digital marketing world refer to as “Mobilegeddon,” prioritizes sites that are mobile-friendly within a search result and pushes sites not deemed mobile-friendly further down the results page.
Giving sites roughly two months notice, Google announced in late February that this change was going to take place this past Tuesday. During that two month window, Google revealed that they saw a 4.7% rise in sites that were mobile-friendly. Some expected that number to be higher, but nonetheless a solid percentage of sites took Google at their word and released mobile-friendly versions.
Whether the remaining sites without mobile-friendly versions didn’t take Google seriously or they simply were not able to complete the necessary development prior to April 21, that 4.7% will surely rise over the next few months. With the risk of losing money and traffic on the line, sites and companies would be stupid not to make releasing a mobile-friendly site one of their top priorities. If you or your company have a site that is not mobile-friendly, GET MOVING ON THIS ASAP!