Shoppable video could be a holiday gift for advertisers

12/4/2012 | ClickZ

Google is beta testing shoppable-video tools on YouTube, allowing brands to incorporate the function into holiday campaigns. The tools, which are expected to appeal particularly to fashion and retail advertisers, blur the line between advertising and content, and will shift brands' video strategies away from viral content and toward direct sales, says Lisa Green, industry director at Google.

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