As a part of its latest Brandcast, YouTube has announced new features for the platform including the ability to buy products you see in a video directly from your TV.
Google is showcasing a few new features coming to YouTube soon which are all designed around monetizing content on screen. This includes some AI, such as the ability to create videos with Gemini models, as well as “Custom Sponsorships” which will use AI to “dynamically surface videos tailored to a brand’s desired moment.”
The biggest two announcements here, though, are the ones that directly affect both viewers and creators.
Starting with the former, “Buy with Google Pay” will allow viewers to purchase products seen (and tagged) in a video through their TV “with just two clicks.” This leverages payment information stored in a viewer’s Google account.
The other big change is “Affiliate Partnerships Boost,” which benefits creators. This will allow brands to amplify content on YouTube that has tagged their products, with the creators then benefitting both from increased viewership and payouts from YouTube Shopping affiliate links.
- Custom Sponsorships: Uses AI to dynamically surface videos tailored to a brand’s desired moment.
- Masthead with Custom Content Shelf: Enhances the YouTube masthead, allowing marketers to curate additional content alongside their hero creative on YouTube’s most prominent placement.
- Buy with Google Pay: Allows viewers to complete purchases directly on their CTV with just two clicks.
- Affiliate Partnerships Boost: Lets brands amplify organic content that their products are already tagged in (a win-win for Creators too, who earn with YouTube Shopping affiliate links).
- Multimodal Video Creation: Uses Google’s latest AI models including Gemini, Nano Banana, and Veo to move from creative brief to final production with just a few prompts.
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