Google's introduction of TrueView for action points to how branding and performance marketing continue to merge on mobile. The smartphone can deliver both quality video and interactivity, taking a consumer from consideration to purchase seamlessly. A new study from Google on mobile users found that 92% of people who researched a product on mobile made a purchase within a day and 76% searching for something visited a related business within a day.
Google previously added product listing and app install ads to TrueView, which have been adopted by a number of brands. With TrueView for action, marketers across several large sectors can now drive direct action from their TrueView ads. In the blog post, Google said its research found 47% of 18-to-54 year-olds in the U.S. get help with a purchase on YouTube every month.