YouTube has announced it is utilizing Google artificial intelligence (AI) for a new advertising package titled “Spotlight Moments”. The new service employs AI to identify the most popular YouTube videos that correlate with particular cultural events. This could include various occasions ranging from Halloween to a significant awards ceremony, such as the Oscars, or a sports event. Advertisers can then disseminate ads across videos associated with the designated topic or occasion across a specially curated YouTube channel, updated dynamically.
Embracing AI in Advertising Campaigns
The digital marketing firm, GroupM, has already adopted this AI-enabled feature, making it the first to provide advertising clients with access to Spotlight Moments. The utilization of AI is not a novel concept in advertising, with machine learning and algorithms heavily implemented to deliver adverts and reach out to target audiences. Nevertheless, Google anticipates a “new era” where generative AI enhancements will reshape the company's strategies of selling and positioning advertisements.
AI Innovations in Google's Advertising Tools
In May, Google launched a natural language conversational feature in Google Ads that assists brands to initiate their campaign creation. This tool eases the use of Search ads, allowing them to request AI for ideas, akin to asking a team member. It is also utilizing generative AI to auto-generate assets for Search advertisements.
The content is derived from the brand's homepage and their existing ads to generate new headlines and ad descriptions. Furthermore, in Performance Max AI campaigns, Google AI recognizes the brand via its website and provides text and relevant assets, including generated images for the campaign. The company is also incorporating ads into its Search Generative Experience (SGE), offering a conversational method to query Google's search engine.
