Have you ever sat through an advertisement before being able to watch that super cool, totally in-the-moment viral video on YouTube, and thought “Man, I really need that [insert random item you probably don’t need]?” No? Okay, but in case that ever is you, Google wants to ensure it’s as easy as possible for you to make a purchase right then and there.

ABC News reports that Google is adding purchasing power for products to its TrueView advertisements – those short clips that play before a YouTube video – in an attempt to better connect retailers and consumers.

Google’s senior vice president of advertisements and commerce, Sridhar Ramaswamy, made the announcement during a keynote at Ad:Tech in San Francisco Thursday, saying the new venture will capitalize on consumers’ need for instant gratification.

The idea behind the new ad buying service – which could be a revenue machine for the company – is to coax people to actually watch the ads, then click on the product and make a purchase on the retailer’s website, ABC New reports.

“In a world where people want things right away, this is the ultimate expression of a full-purchase journey within an ad,” Ramaswamy said. “For the first time, viewers will be able to not only learn about products through video — they’ll be able to shop for them as well — seeing product listings within the video itself.”

Furniture retailer Wayfair tested the system and reportedly saw their revenue triple and a 20% increase in the number of people who stick with the ad until it ends, Ramaswamy said.

Google’s announcement about the souped up ads on YouTube comes just days after it was reported the company would add “buy” buttons to mobile search results, a move that will increase the company’s rivalry with other online marketplaces such as eBay and Amazon.

Google Brings Shopping Experience to YouTube [ABC News]

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