Tomorrow, YouTube is going to release a very important addition to its suite of advertising products, and it has the potential to have a huge impact for politicians, brands, and charities alike. The funny thing is, you probably thought it was already out there.

The product’s official name is the Call-To-Action Overlay, and it’s about as straightforward as ads come: it’s a semi-transparent pop-up that links viewers to any website you choose. For example, I could place an overlay on a TechCrunch video inviting users to visit the corresponding post we wrote about it. Yes, it’s that simple.

It’s hard to believe, but you’ve never been able to do this on YouTube before now. If you ever wanted to drive users watching your YouTube video to another site, you’d have to include it as a link in the summary at the right-hand side of the page, which most people ignore anyway. Users can include links in annotations, but only to other YouTube videos. Think back to President Obama’s landmark election campaign, which was helped in no small part by his YouTube presence. If he ever wanted to direct visitors to one of his campaign homepages, he’d have to ask visitors to enter his site’s URL manually. That’s a pretty major hurdle to overcome.

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