Google-owned YouTube used its hotly-anticipated Brandcast event to declare that “the universe of creators is growing every day. From 15-second shorts to 15-hour live streams, more creators are coming to YouTube than ever before—which means more fans coming to watch, which drives more engagement for advertisers.”
Singling out trends, YouTube was keen to point out how popular the platform is becoming on big screens. “We see major shifts in how people experience content,” said the company in its Brandcast-themed blog. “More viewers are tuning into YouTube on the biggest screen in their home. In the latest Nielsen Gauge Report, viewership increased last month, making YouTube the No. 1 most-watched streaming service for TV in America—again. YouTube (including YouTube TV), reached over 150 million people on connected TVs (CTV) in the US.”
With CTV viewing on the rise, YouTube used the event to introduce two new ad opportunities to brands. “First, we’re bringing 30 second non-skips to YouTube Select on CTV. Instead of seeing two x 15 ads consecutively, (viewers) will see one 30 second ad. Next, we’re bringing new Pause experiences to CTV, so (brands) can drive awareness or action by owning the moment when people pause a video.
YouTube also talked up its relationship with NFL and the introduction of AI features: “The world is experiencing the next major platform shift with AI. Google is ready for this moment—and in fact, it’s powered by our technology and innovations. Today, people’s viewing habits may be complex, but reaching them on YouTube isn’t.”
While much of the recent focus has been on the use of AI by creators, YouTube said AI can also help advertisers “find the best mix of formats to hit campaign goals from reach to action. Google AI can also help scale and multiply one of the most critical drivers of ROI: creativity. Sony Electronics used Google AI to seamlessly add relevant voice over into their products ads, and saw a 25% lift in ad recall. From endless iterations of ads to videos trimmed or flipped for the right formats, Google AI helps businesses market at the speed of consumers.”
