Google Introduces Shoppable Ads on CTV and Mobile Mastheads for YouTube in India

Google has introduced shoppable ads on connected TVs and mobile mastheads for YouTube in India, allowing viewers to interact with products directly on their screens. This follows YouTube being the most-watched streaming service on CTV in India for the last 12 months and 87% of Indian consumers using the platform as part of their shopping journey. Google plans to invest in new features to help advertisers, including ads in AI overviews, available on mobile and desktop mediums in English later this year.

Google has introduced shoppable ads on connected TVs and mobile mastheads for YouTube in India, capitalizing on the platform's popularity as the most-watched streaming service on connected TVs (CTVs) in the country over the past year. This initiative follows a significant growth in digital advertising in India, with the market projected to grow by over 20% year-over-year, reaching nearly $7 billion by the end of 2025 [1].

The new features allow viewers to interact with products directly on their screens, aligning with the growing trend of 87% of Indian consumers using YouTube or Shorts as part of their shopping journey. Google plans to invest in additional features, such as ads in AI overviews, which will be available on mobile and desktop platforms in English later this year [1].

The introduction of these tools comes after the repeal of India's 6% levy on digital advertisements, effective in April 2025. This repeal, which addressed trade concerns raised by the Trump administration, has made the South Asian market more attractive to global tech firms selling online ads [1].

Google's AI-powered marketing tools, including "Generated for You" and "Smart Bidding Exploration," are designed to enhance the effectiveness of advertising campaigns. These tools can learn from advertising inputs to take the guesswork out of achieving business goals, as demonstrated by a 15% increase in conversions and a 12% reduction in customer acquisition costs for Cashify, an Indian online marketplace for used electronics goods [1].

In addition to these tools, Google has also introduced shoppable connected TV ads on YouTube in India, further expanding the company's advertising capabilities in the region. The company's gross ad revenue in India increased 11% year-over-year to ₹312.21 billion ($3.6 billion) in fiscal year 2024, while its net advertising revenue rose 18% to ₹27.43 billion ($320 million) [1].

References:
[1] https://techcrunch.com/2025/07/09/google-brings-its-ai-powered-marketing-tools-to-india-after-google-tax-repeal/