YouTube recently conducted a comprehensive analysis of over 8,000 top ads using artificial intelligence (AI) to identify current trends in advertising. The analysis, conducted by YouTube’s AI model called Gemini, revealed several key insights that provide valuable information for advertisers and marketers.
One of the key findings of the analysis is the increased representation in ads. Brands are now featuring more diverse characters and perspectives in their advertisements. This emphasis on diversity is seen in ads like “Javier in Frame | Google Pixel SB Commercial 2024” which highlights AI technology that helps people with visual impairments capture life’s moments. Similarly, “Mais Uma Canetada de Maybelline” features Ludmilla, a Brazilian singer who became the first Afro-Latina artist to perform on the main stage at Coachella this year. These ads promote inclusivity and break barriers, garnering millions of views.
Another trend identified in the analysis is the celebration of self-expression. Ads are now focused on individuality and unique styles, as seen in campaigns like “TISSOT | PRX 35mm – Off The Cuff Campaign (Cutdown)” which features five Gen Z characters with distinctive makeup, hairstyles, and vintage cars. Audi’s “Living Progress” campaign in the UK also highlighted singer Jorja Smith’s personal journey from barista to award-winning artist, turning her story into an empowering message. These ads resonate with viewers who value self-expression and authenticity.
Brands are also evolving in how they use storytelling to build community and connection. Ads are now emphasizing deeper, more intentional human connections, moving from virtual interactions during the pandemic to ads that focus on building community. BMW’s “Father & Son. Freude forever” highlights a touching moment between a father and son, while “Sisters (Nintendo Switch)” highlights the bond between sisters and their family over a shared love for gaming. These ads evoke emotions and create a sense of belonging among viewers.
Creative teams are also embracing magic and fantasy in ads to captivate viewers. Ads like “이 맛에 겨울여행 하는거지🎵🍖(feat.맛잘알 7인)” by Yugiohtae, a South Korean hotel and travel booking platform, feature dreamlike backdrops to create a sense of wonder. Similarly, “PEDIGREE – Feed the good” imagines a young boy creating a fantastical backstory for his rescue dog. These ads transport viewers to a world of imagination and fantasy, capturing their attention and sparking interest.
Finally, brands are increasingly partnering with creators to build trust and connect authentically with audiences. Ads like “The Haters Upset: AXE vs Tom Ford” by Axe and “The Shockingly Comfortable ABC Pant: Ft. Wayne Gretzky, DK Metcalf and Casey Neistat” by Lululemon feature collaborations with influencers and creators. These partnerships help brands connect with their target audience and create content that resonates with viewers.
The analysis conducted by YouTube’s AI model Gemini provides valuable insights into current trends in advertising. It highlights the importance of diversity, self-expression, community-focused storytelling, magic and fantasy, and partnerships with creators. These insights can guide advertisers and marketers in creating effective and engaging ads that resonate with their target audience. As technology continues to evolve, brands will continue to leverage platforms like YouTube to tell powerful stories and connect with viewers.
