YouTube lets brands experiment with "shoppable" video

11/13/2012 | Advertising Age (tiered subscription model)

Juicy Couture and Asos are among the brands taking advantage of Google's updated method of creating "shoppable" streaming videos on YouTube. A muted box within the frame alerts users to a shoppable item, and a click takes them to the brand's page. "It makes it more actionable and specific. ... It's about being able to take advantage of that magic moment when you're watching [a video] and want to buy it," says Google's Lisa Green, head of industry apparel.

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