YouTube CEO Neil Mohan
Courtesy of Getty Images for YouTube
If there’s been one consistent message from YouTube over the past two years, it’s that it’s built around its vast ecosystem of creators. More recently, it’s joined artificial intelligence, with the Google-owned video platform rolling out buildable AI tools for creators and advertising partners.
So creators and AI were two hot topics of conversation at YouTube’s annual Brandcast preview event on Wednesday evening.
And while there were plenty of surprises (shows from Billie Eilish and Phineas and K-pop stars Stray Kids; a deal to stream WNBA games on YouTube TV; and a surprise appearance by NFL commissioner Roger Goodell), the creators were, as usual, at the center of the show.
To that end, YouTube announced a new advertising product called “Select Creator Takeovers” where “brands can partner with top creators to own 100 percent voice share on their channel”.
“Creators are the new Hollywood and are attracting audiences to the big screen,” YouTube CEO Neil Mohan told the crowd. The Hollywood Reporter The op-ed argues that creators should be eligible for Emmy Awards. “They have business strategies, writers’ rooms and production teams. They reinvent classic TV genres, from morning shows to sports commentary. They invent entirely new ones! Let’s see more about that tonight. Along the way, creators are redefining what we think of as ‘TV.'” Other creative I believe it’s time for a creator to win an Emmy as they deserve the accolades.
The site launched popular creators such as Zach King, Haley Kalil, Valkyrie and Ryan Trahan.
But YouTube’s well-established TV reach also spoke volumes. This time, it adds AI. The company announced “Video Reach Campaigns Non-Skips”, which will be an “AI-powered format” designed for TV sets. Yes, it cannot be avoided.
“Google AI has been at the heart of our advertising solutions for years,” said Sean Downey, president of Americas & Global Partners, Google. “As we make improvements, our ability to help brands drive ROI only gets better.”
AI-optimized ad campaigns are nearly four times more effective than manually optimized ones, the site said.
YouTube is rolling out a new branded QR code option for easier and more exclusive shopping.
As for the WNBA deal, it’s a deal between Google and Scripps Sports, which owns some of the local WNBA rights. YouTube TV will make 30 local WNBA games available on its basic plan (which, of course, will make WNBA games available on both CBS and ESPN).
And for the second year in a row, NFL Commissioner Roger Goodell took the stage, where he praised YouTube’s “flawless” first year of NFL Sunday Ticket.
“They’re great partners. They always have been, and we look forward to a long relationship, but they bring the game to our fans in a different way,” Goodell told the crowd, joined by former NFL star-turned-YouTube creator Shannon Sharpe.
