YouTube to begin using AI to place ads at ‘peak points’
YouTube rolls out smart ad placements powered by Gemini AI, targeting key video moments to maximize engagement and earnings.
YouTube launches ‘Peak Point’ ads
YouTube is introducing a new ad format called ‘Peak Points’, designed to place ads more strategically within videos. Recently announced amongst other new features at its annual Brandcast event for advertisers, ‘Peak Points’ uses Google’s Gemini AI to identify the most engaging or emotionally impactful moments in a video. YouTube uses a successful proposal to showcase the feature, placing an ad immediately after this peak.
More revenue for advertisers and creators
New ad placements open up more opportunities for YouTube to make ad revenue for themselves, advertisers, and creators. By placing ads when viewers are more invested in the content, it uses an emotion-based advertising tactic. This heightened emotional state is more likely to result in viewers remembering the ad, as well as sticking around to carry on with the video if it’s not skippable.
This isn’t just good news for advertisers, but it also benefits creators too. Ad revenues are a main source of income for YouTube and its creators. For creators who rely on ad revenue, this shift could mean money in their pockets. If these placements lead to higher engagement and better results for advertisers, it could drive up the value of ad placements, potentially meaning bigger payouts.
Summing up
While the new ad placement will benefit YouTube, advertisers, and creators, viewers could be annoyed. Ads showing up right after the most engaging parts of a video could frustrate viewers, especially if they feel it interrupts the best moments of every video.
It remains to be seen how disruptive this feels in practice, and the reaction will certainly be worth watching. For viewers, there is always the option of subscribing to YouTube Premium if you want to miss out on ads altogether.