Imagine watching a heartwarming video on YouTube, maybe a couple finally getting engaged or you finally approaching the climax of a crime thriller, and just as the moment hits its peak, boom, an ad shows up. That’s exactly what YouTube plans to use Gemini to throw ads at you.
Gemini will analyze the most interesting moments of a YouTube video and slap an ad
During its big Brandcast event in New York this week (via CNBC), YouTube announced Peak Point, which is its latest trick to grab your attention when you’re most into the video. Instead of placing ads randomly, YouTube will now use Google’s Gemini to study videos and figure out which moments make viewers sit up and pay attention. Once it spots those “wow” moments, it places an ad right after them.
YouTube says it’s trying to hit the sweet spot between user experience and ad effectiveness. Gemini looks at things like video frames and transcripts to find the emotional highs, then shows an ad when your attention is still fresh. It’s a clever move from a business point of view, in all fairness. People are more likely to remember ads shown right after they’ve just felt something. But for regular viewers, it might still feel like someone cutting in right after a punchline or an emotional hug.
Thankfully, it’s currently in testing mode, but it should roll out more widely later this year. YouTube also introduced other ad updates like Shoppable CTV, where you can buy things directly from the ad itself. If things keep going this way, skipping YouTube Premium might soon feel like going to a movie theater and getting stuck watching commercials through the whole film. Well, pretty much. Ads are nothing new. But with YouTube doubling down, some may find themselves caught between a rock and a hard place.
