YouTube announced a range of new ad options at its 2025 BrandCast event, as well as updated viewing stats, insights into key trends, new podcast listening info, and more.
First off, on ad opportunities. YouTube’s sparked controversy with its new “Peak Points” promotion option, which aims to use AI to identify the emotional peaks of video clips, then place ads within that moment, when users are most engaged.
As you can see in this example, the idea is that when users are most attached to a video clip, and giving the app their full attention, that’s the best time to showcase your promotions for optimal engagement.
Some have suggested that this could amount to emotional manipulation, in looking to reach viewers when they may be more susceptible to ad messaging. But the aim, YouTube says, is to maximize promotional resonance, by reaching viewers when they’re most likely to be locked in.
YouTube says that its AI model will analyze frames and transcripts to identify high emotion moments, which should assist in optimal ad placement.
I don’t know, it could essentially feed into emotional manipulation, depending on the moment and the subsequent promotion (advertising a dating app in the gap displayed above, for example, could be targeting users at a vulnerable moment). But YouTube says that’s not the aim.
It’s currently running Peak Points in beta, with an expanded roll-out coming later in the year.
YouTube’s also rolling out “Cultural Moments Sponsorships”, which will provide new opportunities for advertisers to place their promotions “at the heart of moments people care about.”
So if you wanted to maximize your promotions by placing them within the peak of awards season, or during a major sporting event, this will provide expanded placement options aligned with the surrounding conversation.
YouTube’s also rolling out a more immersive design for its Masthead Ads on Connected TV (CTV), with animated, full-width displays:
While it’s also testing out “Shoppable TV”, which will make it easy for CTV viewers to purchase items, by clicking on them with their TV remote.
Connected TV remains a key focus for the app, which is now the biggest streaming video service in the U.S. As such, facilitating more ad opportunity, and engagement on CTV, could provide many expanded opportunities.
On the non-ads front, YouTube’s also seeing more interest in podcasts, with an increasing amount of users now consuming podcasts in the app.
So it’s launching its own podcast chart, to help highlight the best performers week-to-week.
Podcasts are now exceeding a billion views per month in the app, and this new ranking will help to facilitate discovery and engagement.
Finally, YouTube also shared some new data on Shorts engagement, with Shorts viewing up 20% year-over-year. YouTube says that 70% of its channels now post Shorts, while Shorts now earns as much per watch-hour as long-form videos in the U.S.
Some interesting data points to accompany its latest ad offerings, underlining the opportunities of YouTube in boosting your promotions.