YouTube Unveils Shoppable Showcase for Smart TVs

YouTube has announced a new interactive, shoppable ad format for Connected TV (CTV) during its recent 'Upfront' presentation. According to a report by TechCrunch, the new feature will allow viewers to browse and shop products directly from their TV screens using a remote control.

In this format, a product feed will appear on the right side of the screen during an advertisement. Viewers can scroll through the options with their TV remote and select specific items. Once an item is chosen, a scannable QR code will appear, enabling users to complete their purchase on a smartphone.

Additionally, the feature includes a function where pressing and holding a button will send all product links to the viewer’s mobile device.

This move is considered a strategic step by YouTube, as it aligns with evolving viewer behavior—many users now engage with content on large screens while remaining active on their mobile devices.

YouTube stated, “In the U.S., TV is now our fastest-growing viewing surface, and CTV ads are driving more than 50 million conversions per month."