To mimic the words of Zoolander’s Mugatu, video is so hot right now.

Well, video has been popular for some time, but videos for businesses are gaining lots of steam. Yet video content is not considered a top-of-mind strategy for retailers, according to Sarah Waters, Agency Development Manager at Google. But it should be.

“By 2019, 80% of the world’s Internet traffic will be video,” she said during a session at ChannelAdvisor’s Catalyst event in Nashville, Tenn.

So what’s the ultimate video destination? YouTube, of course.

In fact, it’s the number-one online destination for influencing purchase decisions — 65% of consumers say YouTube has influenced their purchase decisions when it comes to shopping, according to Google. Not convinced yet? Google research also showed that:

  • YouTube reaches 1 billion unique users a month;
  • There are 400 hours of video uploaded every minute;
  • It’s the second largest search engine in the world — after Google; and
  • More than half of all viewers are on mobile devices.

“YouTube is not just a branding opportunity; it’s also a way to influence people to purchase,” said Waters. “We don’t just go online; we practically live online. But we need to be cognizant of the fact that marketing hasn’t changed: brands still want to connect to consumers. What has changed is how we go about doing it. We’re no longer limited to 140-character tweets.”

During the session, Waters highlighted three new ad formats on YouTube that retailers can take advantage of.

1. TrueView

This is a pre-roll ad format that users cannot skip for the first five seconds….