YouTube launches interactive product feed to enhance shoppable ads on connected TVs

On May 14, 2025, YouTube unveiled a new interactive product feed designed to enhance shoppable ads on connected TV (CTV) platforms. This innovative ad format allows advertisers to showcase products on the right side of the TV screen during commercial breaks. Viewers can browse multiple products using their remote controls, and when selecting an item, they receive a QR code to scan with their smartphones for a direct purchase link. Additionally, there is an option to send all product links to their phone for convenient shopping. This development reflects YouTube’s recognition of viewers’ multi-screen behavior, often watching content on TVs while simultaneously using mobile devices for browsing or shopping. According to Nielsen, YouTube has been the leading streaming platform in the U.S. for watch time for over two years, surpassing Netflix, Disney+, and Prime Video. Internal data from YouTube shows that TVs were the primary device for viewing in Q1 2025. A Kantar survey also ranked YouTube as the top platform for brand information searches among U.S. participants. YouTube’s connected TV campaigns generated over 50 million monthly average conversions in Q4 2024. This move aligns with a growing trend in shoppable ads, with competitors like Amazon recently introducing interactive shoppable ads on Prime Video. Overall, YouTube’s new interactive product feed aims to provide a seamless shopping experience integrated directly into TV ads, benefiting both advertisers and consumers.