YouTube Adopts Audio Ads To Help Brands Reach More Customers
YouTube will soon be serving audio ads to users. The new ad format aims to help advertisers targeting a growing user base who prefer to listen (like podcasts or virtual concerts) rather than watch content. YouTube audio ads are currently in beta and available through auction on Google Ads and Display & Video 360 on a CPM basis.
YouTube also added some stats to show the effectiveness of the new ad format. During its months of alpha testing, YouTube said it found that over 75% of the audio ad campaigns measured on the platform helped improve brand awareness. Shutterfly, one of the early adopters of YouTube ads, used the format to influence purchase consideration among interested customers. The company saw above-benchmark increases of 14% in ad recall and 2% in favorability among target audiences, YouTube said.
It’s worth noting that YouTube’s audio ads won’t be just audio, but the company is pushing audio to do the heavy lifting in terms of storytelling and messaging to consumers. In such cases, “the visual component is usually a still image or a simple animation,” YouTube said.
By using both video and audio ads, you can reach more people, consuming content they love, with the ad format best suited to their unique YouTube experience, the company added.
Besides audio announcements, YouTube has also introduced dynamic music listings. It offers dedicated bands of music-focused channels in genres ranging from K-pop to Top 100. It also has interest-based themes such as fitness.
Music lineups and audio ads make it possible to be there, on a massive scale, whether YouTube is staring or playing as a backdrop to everyday life, he added.
