With new native ads, YouTube has the potential to change the ad game completely. They have recently incorporated advertisements into actual organic videos i.e. how-to tutorials - no longer are ads regulated to the space between each video or seen as an interruption, but it instead it will become a more seamless and relevant integration. The videos will begin to feature shoppable cards (think Pop-Up Video) that are relevant for consumers who are watching i.e. beauty ads for products featured in a beauty blogger's tutorial.
This new "native" advertisement is incredibly impactful for the marketer - allowing their brand to become relevant and making the purchase much easier for the consumer.
The one down-side to these shoppable cards, is that marketers may not be able to prevent whether or not their product ad appears in a negative or inappropriate video. However, YouTube claims its algorithms will prevent such a disaster - only time will tell when they roll out the program.
http://adage.com/article/digital/youtube-shopping-ads-akin-google-search-ads-pre-rolls/300635/
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