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YouTube introduced a new way of communication between TV and smartphone

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YouTube has announced a new approach to advertising that will make it easier to shop on a video platform. This is called brand extension, a new interactive experience that allows viewers to learn more about the product they see on their TV screen at the touch of a button.

The new advertising experience was unveiled at Brandcast Delivered, an annual YouTube NewFront event in its tenth year. Brand extensions are designed to visibly display an action button that contains a link to a website, such as in a TV ad. The new ad format has a new Send to Phone button next to the Skip Ads button that allows you to redirect a website link to your phone. The new format is designed to minimize viewing complexity.

After sending a promotional message to your mobile device, you can follow the link and buy products. For brands, this format also allows them to track how many people interact with them and buy their products directly from Google Ads.

YouTube says the new feature is part of a broader effort to make interactive TV ads “even more useful to viewers and more engaging for brands.” YouTube notes that this is just the first step towards releasing interactive advertising features. Expansion of the brand will begin worldwide later this year.

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