GMC Video Assets Section Now Live With Content
▼ Summary
– Google’s previously empty Video Assets section in Merchant Center is now automatically populating with sourced videos.
– The feature centralizes video content, pulling it from external sources like YouTube without requiring manual uploads.
– This move transforms Merchant Center into a hub for commerce-ready creative assets, not just product data feeds.
– Advertisers may gain additional ad visibility but must ensure their source videos are optimized for shopping.
– The active infrastructure signals video’s growing role in retail ads, though future reporting and editing tools remain unclear.
Google’s Merchant Center has activated its long-awaited Video Assets section, automatically populating it with video content from connected sources. This move signals a significant shift, transforming the platform from a simple product feed manager into a centralized hub for commerce-ready creative assets. For advertisers, this development means potential for increased visibility across Google’s shopping surfaces with minimal extra effort, provided their existing video content is properly optimized.
The feature, which was first unveiled at Google Marketing Live 2025, began its rollout in September. Initially, many users found the section completely empty, leading to questions about its functionality. That has now changed. The system is actively sourcing and displaying videos, pulling in content from external platforms like YouTube and presumably from advertisers’ own websites.
This automation offers a clear advantage. Brands may gain additional visibility across Shopping and Performance Max campaigns without the need for manual uploads. The infrastructure is now live, moving from a blank placeholder to an active library. However, this convenience comes with a new responsibility. Advertisers must ensure that their video content on YouTube and other linked sources is effectively optimized for shopping. This includes clear product showcases, strong calls-to-action, and alignment with commercial intent.
The broader implication is that video is becoming an inseparable component of retail advertising on Google. By centralizing assets from websites, social platforms, and potentially future AI-generated sources, Google is reinforcing Merchant Center’s role as a comprehensive creative command center. This aligns with the industry’s wider pivot toward video-first shopping experiences, which are increasingly dominant in Search results, Shopping tabs, and automated campaign types.
What remains to be seen is how Google will develop the tools around these video assets. Key questions about performance analytics, optimization controls, and in-platform editing capabilities are still unanswered. The activation of the library is the foundational step; the sophistication of the management features that get built on top will determine its ultimate utility for advertisers.
Proactively managing this video repository will likely become a competitive necessity. As video becomes more deeply embedded in ad delivery algorithms, advertisers who curate and optimize their centralized assets stand to benefit from enhanced reach and engagement. This update, first noted by industry observers, marks the beginning of a more integrated and automated era for video commerce on Google’s platforms.
(Source: Search Engine Land)
