YouTube to start showing ads after ‘peak’ moments in videos

LOS ANGELES - YouTube is rolling out a new ad format that could change the way viewers experience videos — and not necessarily for the better.

Unveiled Wednesday during YouTube’s annual Upfront presentation in New York, the feature is called "Peak Points." It uses Google’s Gemini AI to scan and analyze videos, identifying the most emotionally charged or engaging moments. Ads are then placed directly after these segments — like a major twist, a heartfelt reunion, or even a viral proposal — capitalizing on a viewer’s heightened attention.

The idea is based on a marketing concept known as emotion-based targeting, which theorizes that ads placed around emotionally resonant moments are more likely to be remembered and acted upon.

Good for advertisers, maybe annoying for viewers

The backstory:

While advertisers may welcome the added precision, the format risks irritating audiences. Picture an ad interrupting the emotional climax of a long-anticipated video, cutting into the moment fans have waited for — just to sell shampoo or sneakers.

YouTube hasn’t confirmed whether users will have an option to skip or disable these AI-targeted interruptions, but viewer response could be key to the format’s long-term success.

What's next:

In addition to Peak Points, YouTube also revealed a new "shoppable" product feed during ads. The feature lets users browse and purchase items directly from the ad, offering a more interactive experience for viewers and potentially higher conversion rates for brands.

These updates come as YouTube continues to compete with TikTok, Instagram, and streaming platforms for advertising dollars and user engagement.