Digital Digest 21.02.2025
Google Rolls out Veo AI video generation tools for YouTube shorts
Google has recently announced its new roll out of AI generation tools across YouTube short’s by integrating its advanced AI video model, Veo 2, into the platform. This will enable creators to produce higher quality, AI- generated video content directly within the YouTube app, in turn improving and increasing the creative opportunities for short form content for creators across the platform.
YouTube’s dream screen, which was initially introduced in 2023 allowed users to create AI driven backgrounds for their shorts. With the introduction of the new model, Veo 2, the capabilities of dream screen have set to be greatly improved. Users can now create standalone video clips up to 6 seconds long just using simple text prompts! For example, creators could use a description such as “A rainy morning over the cliffs of Moher with waves crashing against the rocks” and the tool will create a corresponding video clip to seamlessly enhance the short.
This update is part of YouTube’s existing effort to integrate further AI tools for their content creator’s audience. Additionally, YouTube is looking to introduce more Ai features to support with title design, content generation, and audience engagement. This in turn aims to simplify content production for creators to help produce higher quality, more engaging content on the platform.
What this means for Irish Advertisers
While the introduction of this new tool is currently being rolled out in the US, Canada, Australia and New Zealand, with plans for broader availability further down the line its important to consider its impact in the Irish market for the future.
The integration of Veo 2 across YouTube shorts presents Irish advertisers with new opportunities to engage with target audiences in new and creative ways. This feature will allow brands to utilize the power of AI to generate and craft highly specific, tailored and targeted short form content that resonates with their brand. The ability to create impactful, high-quality videos quickly will help enable more innovative, creative and responsive approaches for their platforms. By implementing these tools, Irish advertisers can aim to improve their creative practices and strategic efforts to stay ahead in a competitive every changing digital advertising market.
YouTube Incorporates Google Veo AI Video Generation Tools Into Shorts | Social Media Today
How Consumers are embracing Social Search
Consumer behaviour is constantly evolving and adapting. Today, consumers have expanded opportunities to find the answers they are searching for, the main one they are using is social media. Over 25% of 18–54-year-olds prefer to use social media for searches, with nearly 40% of 18–24-year-olds opting to use social platforms over Google, when deciding where to eat.
Despite this obvious shift towards social media, traditional search engines still remain the go-to for answering consumers questions. However, there are multiple advantages to social search, including that consumers can find peer-driven, authentic reviews, with engaging video content. Social search tends to offer more of an experience, rather than being intent driven.
The best example of this is Pinterest, where users rarely search for specific brands, with only 3% of searches including brand terms. Consumers on Pinterest are seeking inspiration rather than seeking out preferred brands. Therefore, it is important for brands to resonate with consumers and build a connection. Consumers tend to ask open-ended questions while engaging in social search, this makes storytelling by the brand key.
With platforms like Tik Tok creating a shift to social search, it is important for brands to adapt their strategies. Social searches are not just about directing users to product pages like traditional search. Social platforms focus on creating a space for brands to engage with users from the early stages of the search journey. This shift in consumer behaviour is also reflected in the growing trend of social ad spending, which is expected to surpass search ad spend. In response, Google is now adjusting its search algorithms to prioritise more personalised and visual search results. The updates include Google Perspectives, which focuses on content from people with certain expertise and experience and reflects Google’s efforts to align its product offering to consumer behaviour.
What this means for Irish advertisers
For Irish advertisers, this shift towards social search will require a more dynamic approach to online marketing. The rise of social platforms, such as Tik Tok, Instagram and YouTube as search tools means that Irish brands need to expand their reach and presence beyond traditional search engines. This will require Irish advertisers to create content that resonates with their audience on an emotional level. Brands will need to adapt to a more holistic online approach, that accommodated a variety of search behaviours across different platforms. Social search provides new opportunities for Irish brands to build stronger and more authentic relationships with their audience and stay competitive in a rapidly changing digital landscape.
https://www.marketingcharts.com/advertising-trends/spending-and-spenders-233926
https://developers.google.com/codelabs/setup-perspective-api#0
Google will finally uncouple YouTube Premium and YouTube Music with 'Premium Lite'
Google is reportedly planning to reintroduce its Premium Lite subscription for YouTube, which was discontinued in 2023. This new option will allow users to enjoy ad-free YouTube content at a lower price, without needing to pay for both YouTube Premium and YouTube Music. The service will be available soon in the U.S., Australia, Germany, and Thailand.
YouTube Premium Lite offers content with video and banner ads only before music videos. It will exclude certain Premium features, like background play and offline downloads, but will be priced lower, based on past testing. This could provide a cheaper alternative for users who don’t need all the Premium perks or already subscribe to other music services. YouTube is hoping this model could boost subscription revenue for content creators.
What this means for Irish advertisers
Since the Premium Lite plan will allow users to watch only ads before music videos and banners, this could reduce the overall ad reach on YouTube for users who choose the Premium Lite tier.
Nonetheless, Premium Lite users will still consume content and ads before certain videos that will be more effective and less intrusive than ads played during videos. YouTube’s shift could lead to changes in ad exposure, which would require Irish advertisers to fine-tune their strategies to reach the right audiences effectively, considering both free and Premium Lite users.
https://www.androidcentral.com/apps-software/google-will-finally-uncouple-youtube-premium-and-youtube-music-with-premium-lite
