All of the social media networks have realized that their value propositions have to gobeyond "engagement" and also include measurable conversion opportunities. We have seen "call to action" buttons,and offer claims on Facebook, buyable Pins on Pinterest, and now YouTube is rolling out "shoppable" videos!
YouTube is rolling out a new ad product that will allow any video to become "shoppable." This is HUGE for companies in the B2C market since they will now have the ability to showcase ads with links to their e-commerce sites on any video on YouTube. How is this different from the kind of linking that has been available thus far? Well previously companies were only able to include a list of their products/merchandise on their videos and now it will be possible for those items to be sold as well.