WPP Media this morning launched ‘YouTube 5K’ (YT5K), a new AI-powered solution which the media agency says will significantly speed up some of the most time-consuming elements of running campaigns on YouTube. The product, which has been co-developed with Google, will use proprietary AI-assisted technology to handle channel curation and creative versioning. It will be available to WPP Media clients through its Media Solutions team, though the agency group plans to integrate YT5K into its company-wide platform WPP Open in the future.
For channel curation, YT5K will use AI to scan YouTube channels and assess their level of risk and brand suitability. This will generate a custom list of over 5,000 YouTube channels which are likely to be well aligned to the brand in question and meet its risk requirements, and this list will be regularly refreshed, according to WPP Media.
Meanwhile on the creative front, YT5K will cut down a brand’s existing creative into 10-second, 15-second, and 20-second versions, matching YouTube’s ad lengths. These cuts will be based on, and scored against, YouTube’s ABCD (attention, branding, connection, and direction) set of best practices for ad creative on the platform.
Together, WPP Media says these tools will not only cut down on time-consuming manual processes, but also drive performance through more effectively choosing relevant channels and tailoring creative based on what works best on YouTube. The media agency highlighted a test run with fast food chain Subway, where YT5K was found to deliver 15 percent absolute brand lift, outperforming the other formats measured in the study.
“With AI, we’re transforming traditional workflows to ensure clients capture as much value from the platform as possible,” said Nicola Lewis, global chief media solutions officer at WPP Media. “By combining WPP Media’s intelligence with Google’s platforms, we’re giving advertisers a clearer view of the ecosystem and the ability to adapt creative quickly and responsibly. The result is faster decision‑making, stronger creative fit, and more consistent incremental reach on YouTube.”
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