YouTube continues to refine its advertising strategies, but not necessarily in the interests of users. After ads that appear during pauses, the change to the skip button, and serial interruptions, here's a new feature that's likely to raise eyebrows. Called "Peak Points," these new ads appear precisely when the video becomes most captivating. An ingenious idea for advertisers, but one that viewers are likely to find much less appealing.
YouTube uses AI to target key moments... and interrupt them
YouTube's latest discovery is based on emotional analysis. Using Google Gemini, the platform identifies the most intense, engaging, or memorable passages in a video. It is at this precise moment that the advertisement appears, abruptly cutting the story short.
The principle, seemingly brilliant from an advertising perspective, is based on a simple equation: the more powerful the moment, the higher the viewer's attention, and therefore the more likely the ad is to be seen. In an example given by YouTube, a marriage proposal is interrupted by an advertisement. The emotional moment, carefully identified by the algorithm, becomes the ideal moment to sell... a car or shampoo.
A risky bet for YouTube, a disguised incentive to upgrade to Premium
The intention is clear: maximize advertising revenue by capitalizing on the attention captured. But at what cost? This strategy could be the last straw for some users already irritated by the frequency of the interruptions. Especially since the platform remains vague on one important point: can these ads be skipped quickly?
Under the surface, this new method obviously pushes viewers towards YouTube Premium, which becomes the refuge against these ever-increasing interruptions. In other words, the company creates the problem... and charges for the solution. An obvious benefit for the platform, but a new source of frustration for those who still want to watch their videos without being (too) interrupted.
Source: YouTube
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