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16 Oct, 2023
1 min time to read

YouTube is launching a new advertising package called "Spotlight Moments" that utilizes Google's AI capabilities to help advertisers target specific cultural moments and major events.

This feature allows advertisers to identify popular YouTube videos related to events like Halloween, major awards shows, or sports events. They can then serve ads across videos related to these topics through a branded YouTube channel featuring dynamically updated playlists.

Marketing agency GroupM is the first to offer its advertising clients access to Spotlight Moments, making use of this AI-powered advertising innovation. This initiative is part of YouTube's broader efforts to leverage AI in advertising, including other campaigns like Video Reach and Video View, all of which rely on Google's AI capabilities.

In tests, Video Reach Campaigns delivered 54% more reach at a 42% lower cost per thousand impressions (CPM) compared to in-stream-only ads. Video View campaigns, launched last month, achieved 40% more views and a 30% lower cost per view than in-stream-only ads. Video Reach Campaigns are set to launch in November.

While AI in advertising is not new, Google is focusing on a "new era" where generative AI advancements transform how ads are sold and placed. This includes the use of AI in campaign creation, asset generation, and integrating ads into conversational experiences like Google's Search Generative Experience (SGE).

By employing AI-driven insights and targeting, YouTube aims to enhance advertisers' ability to reach their audiences during significant cultural moments and events, making advertising more effective and engaging.