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YOUTUBE WILL LET YOU BUY STUFF YOU SEE IN ANYONE’S VIDEOS

YouTube is making it easier to buy the stuff you see in its videos. Not only do you not have to get up from your computer—you don’t even have to change the channel. The Google-owned company announced today that YouTube will soon be serving up shopping ads based on the items shown in the videos themselves. If you, say, watch a video review of a camera that takes especially stunning portraits, you may see an ad pop up that will take you straight to an option to buy it.

“Over the last couple of years, we’ve discovered that there’s a lot of content on YouTube that actually is things like how-to videos, reviews, tutorials—things that people look at to research things to buy,” says Diya Jolly, YouTube’s head of advertising. While advertisers can already offer up more information about a product (or the option to buy it) over their own ads, these new ads will be possible over any video whose creator allows them. YouTube says that this is part of the company’s larger goal to shorten the time between when viewers see an ad and when they make an actual purchase. The company will be testing these ads this fall; advertisers can begin to buy them in the coming months.

Tech giants are hoping to appeal to advertisers who want to translate digital window-shopping into real shopping. Google says that there are more than 1 million channels on YouTube with product reviews—and these kinds of videos, including reviews, unboxing videos, and tutorials, attract a huge audience. YouTube says it has 40 percent growth in viewership for these types of videos in the past year alone.

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