If there's been a consistent message from YouTube over the past few years, it's that it's been built around a vast ecosystem of creators. More recently, artificial intelligence has joined the mix, with the Google-owned video platform rolling out generative AI tools for creators and advertising partners.
So it's no surprise that creators and AI were two hot topics at YouTube's annual Brandcast upfront event on Wednesday night.
While there were plenty of other surprises, including performances from Billie Eilish and Finneas, K-pop stars Stray Kids, a deal to stream WNBA games on YouTube TV, and a surprise appearance from NFL Commissioner Roger Goodell. And the creators, as always, were the focus of the show.
To this end, YouTube has announced a new advertising product: Select Creator Takeovers. This “allows brands to work with top creators and give them 100% ownership of the voice on their channels,” YouTube said.
“Creators are attracting audiences to the big screen because they are the new Hollywood,” YouTube CEO Neil Mohan told the crowd. hollywood reporter An editorial that argues that creators should be eligible to win Emmy Awards. “They've got a business strategy, a writers' room, a production team. They're reimagining classic television genres, from morning shows to sports commentary. And they're inventing entirely new ones! More on that tonight, and in the process, creators are redefining what we think of as “TV.” And they deserve the same praise as other creative professionals. I believe the time has come for creators to win Emmy Awards. ”
The platform has featured popular creators like Zac King, Hayley Kalil, Valkyrie, and Ryan Trahan touting how the platform built their followings and gave them careers.
But there was also plenty touting YouTube's established TV reach. And this time we will add AI. The company announced “Video Reach Campaign Non-Skip,'' an “AI-based format'' designed for television. Yes, it cannot be skipped.
“Google AI has been at the core of our advertising solutions for years,” said Sean Downey, president of Americas & Global Partners at Google. “As we progress, our ability to help brands improve their ROI continues to improve.”
According to the platform, ad campaigns optimized by AI are nearly four times more effective than manually optimized ad campaigns.
YouTube also rolled out a new branded QR code option that allows for easier and more custom shopping.
The WNBA deal is between Google and Scripps Sports, which owns some of the local WNBA rights. YouTube TV lets you watch her 30 WNBA games locally on its basic plan (and of course, you'll also be able to watch her WNBA games on both CBS and ESPN).
And for the second year in a row, NFL Commissioner Roger Goodell took to the stage to praise YouTube's “flawless” first year of NFL Sunday Ticket.
“They've been a great partner. They always have been and we look forward to a long relationship, but they really brought the game to our fans in a different way,” Goodell said. spoke to the crowd along with former NFL star turned YouTube creator Shannon Sharpe.