On Wednesday, YouTube unveiled its offer to advertisers, accompanied by a spectacular performance by Lady Gaga and special appearances by popular YouTubers such as Brittany Brosky and MrBeast.
During the Upfront presentation, YouTube executives unveiled new advertising formats coming to the platform, including an expanded connected TV (CTV) offering that includes a new interactive product feed.
The move is strategic for YouTube as it recognizes that viewers often watch videos on the big screen while using their phones to scroll through social media or shop online.
The new shopping-enabling format allows advertisers to show products on the right side of the screen during ads. The interactive feed acts as a showcase for brands, where viewers can easily browse multiple products using remote controls. When a viewer selects a product, they are prompted to scan the QR code with their smartphone to get a direct link to purchase.
In addition, there is a button that viewers can press and hold to send the link to their phone and buy all the products at once.
YouTube has become a dominant force in TV viewing. Nielsen reported that it has been the top streaming platform in the US for more than two years, ahead of such giants as Netflix, Disney+, and Prime Video. In the first quarter of 2025, TVs were the main device for watching YouTube in the United States, according to the company’s internal data.
In particular, the company refers to a Kantar survey that showed that American participants named YouTube as the No. 1 platform for finding information about brands. The company also reported that in the fourth quarter, YouTube campaigns on CTV generated more than 50 million average monthly conversions.
In recent years, streaming services and advertisers have been increasingly using shoppable ads. Just this week, Amazon announced a new interactive shoppable ad format on Prime Video that highlights Amazon deals, user reviews, and Prime shipping details.
