According to a recent article at Search Engine Journal Google is adding lead form extensions to YouTube ads.
This is great news for performance based advertisers. When a user is interested finding out more information, they click the extension and are presented with a form. If they are logged into Google, this form is pre-filled. As we know from running Facebook lead ads, this is especially convenient for mobile users. Filling out forms on the mobile phone is a bit more challenging and a pre-populated form makes the process a lot easier.
In the early test of lead conversion forms on YouTube, the brand JEEP seen 10X increase in completed leads. They also note that this was the most cost efficient way to generate leads among all platforms.
Advertisers have the option of picking the default field and adding vertical-specific ones as well (job hunters, home buyers, auto industry, etc). Custom fields are also possible and giving advertisers a lot more freedom.
Prospects prefer multiple ways of communicating with brands and enabling lead forms on YouTube ads was way overdue.