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YouTube has updated its TrueView ad format with a more interactive experience for viewers across all screens, and a new way of billing clicks. Under the new scheme, YouTube is adding interactive cards to its TrueView video ads, so that marketers have the option to include more information as overlays atop their in-stream spots. Advertisers' TrueView cards can contain information about the brand or its products, a list of related videos or playlists from the advertiser and links to the advertiser's website. However these "annotations" only worked when watching YouTube on a desktop computer or laptop and were limited to text.

TrueView cards work on tablets and smartphones and eventually internet-connected TV devices like Apple TV and Google's Chromecast.
YouTube is adding product listing ads to retailers’ video ads with TrueView for Shopping, meaning that viewers can click and buy products listed directly within pre-roll videos.
The ads are powered by an integration with Google Merchant Center, delivered in cards alongside retailers’ video ads on mobile and desktop. The new feature will be available in AdWords in the coming months, though advertisers with a Google rep can start running TrueView for Shopping campaigns today. Instead, like its imminent “Buy” button within search results, clicks on the product ads take users straight to the merchants’ websites.

We're taking the next step and going deeper into interactivity," said Phil Farhi, director-product management for YouTube Ads.

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