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[69]Branding & Advertising

YouTube Unveils AI-Powered Music Ad Solutions to Target Gen Z

[70]Ashley King
April 27, 2023

[71]Youtube music ad solutions

Youtube music ad solutions
Photo Credit: Christian Wiediger

As a growing number of tech companies invest heavily in recent explosive
advances in AI, YouTube introduces two new AI-powered music ad solutions focused
on targeting Gen Z.

YouTube has [72]announced two new AI-powered features enabling brands
to advertise to Gen Z using popular music more easily. While the
Google-owned video platform has long leveraged AI to recommend videos
to users, the new ad features are launching to cement YouTube’s
position as a comprehensive music platform while offering a suite of
features for brands seeking to utilize music to connect with a younger
audience.

Following the heels of this year’s [73]Coachella festival, YouTube
announced its new features while describing itself as “the ultimate
destination for content during festival season,” — especially among Gen
Z — “who come to the platform to share and engage with videos ranging
from performance highlights to outfit inspiration, vlogs, and more.”

Gen Z Music, the first new feature announced, uses AI to identify the songs
trending among Gen Z users across YouTube. Advertisers may be surprised to
learn, for example, that ’80s hits from Cyndi Lauper have recently spiked in
popularity among Gen Z users on the platform — trends that are important to
note as they deviate from the usual contemporary hits.

The second feature, [74]Trending Music on Shorts, is intended to help
brands leverage YouTube’s TikTok-like Shorts better. “Gen Z uses
short-form video to participate in pop culture, discover new hits and
engage with their favorite musical artists,” says YouTube. Details are
relatively scarce at this stage, but YouTube indicates that its
upcoming Trending Music on Shorts feature will strategically place ads
within “popular, music-themed Shorts videos” with the help of AI.

“Much like YouTube creators, brands have the same potential for
innovation and creative storytelling,” [75]says Nicky Rettke, Vice
President of Product Management at YouTube. “YouTube’s array of
creative tools and ad formats, powered by Google’s AI, means brands can
tell stories they want to tell and reach the world’s largest
video-viewing audience. That means more ways to reach viewers across
all the ways they watch — and stronger ROI compared to TV and online
video.”

Google’s research and development into AI have increased rapidly in
recent months to remain a step ahead of competitors like Microsoft,
which announced AI-powered upgrades to its Bing and Edge platforms.
Similarly, Meta and Amazon have taken steps to harness the growing
enthusiasm surrounding generative AI.

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