Whether it's for a football match, a detective film, or your favorite series, if you're used to watching television, you probably know how broadcasters take very seriously the moment when the ad appears in a program.
Indeed, you've most certainly noticed that ads systematically appear when the tension is at its peak, when viewers are excited in front of their television.
A new advertising format for YouTube?
Since streaming platforms like YouTube have completely reshuffled the cards, and the broadcasting method is no longer linear, this mode of operation has quickly become obsolete in the digital age.
But if, until now, we could talk about the famous "pre-roll" for ads before YouTube videos, the "mid-roll" in the middle of videos, and the "post-roll" after a video has been broadcast, YouTube's advertising formats should soon evolve.
Indeed, during the Brandcast 2025 which took place in New York, the company unveiled the latest innovations on YouTube, including one of them which is already causing a lot of ink to flow...
The Peak Points format, an advertisement at the "worst" time for viewers?
If the Brandcast 2025 is still far from being comparable to an event like the Google I/O which should take place in the coming days, this edition is already very controversial.
With the Peak Points feature, presented at this event, YouTube announced a new video advertising format based on Google Gemini. The principle is quite simple, and is reminiscent of traditional television advertising.
A look at the Peak Points feature – Source: YouTube
Thanks to video analysis using artificial intelligence, YouTube should now be able to offer videos at the most viewed moments of a video.
While advertisers should welcome this news, many viewers have already expressed their dissatisfaction. As we can read in other articles, with Peak Points, YouTube would be offering advertising at the "worst" time.
Other advertising formats to be announced soon?
Although this new YouTube feature is the one that has received the most attention, the Brandcast 2025 also helped to lift the veil on other upcoming advertising formats.
Among them, YouTube is planning ads on its homepage with the Masthead feature, and another Shoppable feature that will allow viewers to make purchases directly from a video. However, it is still unclear whether these two other features will use Google Gemini or not...
0 Comments