With this new ad format, advertisers will be able to publish their own website links in their Connected TV video ads. Users can in turn click on the "Send to Phone" option, which will send the ad or URL directly to their mobile devices without interrupting the ad. On the mobile device, consumers can browse products, add items to their shopping cart and complete transactions as usual. With the new feature, this is then possible without having to pause the ad video.
According to YouTube, advertisers can target ads to specific audiences based on the video content. For example, in a fitness video, a brand extension ad can be displayed with a pair of new running shoes. The group sees the new feature as part of a strategy to make interactive TV advertising "more useful for viewers and more attractive for brands." The feature to send ad links from TV to smartphone is currently in the testing phase and will be rolled out more widely later this year. (pte)