To help marketers and creators further expand their reach on its platform, Google has introduced audio ads for YouTube. This is YouTube’s first ad format designed to connect brands with audiences in an engaged and ambient listening. The tech giant said that the audio ads are currently in beta and will help companies effectively expand reach and grow brand awareness with audio-based ‘creative’. Also, there will be the same measurement, audience, and brand safety features as video campaigns.
Melissa Hsieh Nikolic, Group Product Manager at YouTube Ads, on Tuesday said, “With music video streaming at an all-time high on YouTube — more than 50 percent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content — we’re introducing new solutions for your brand to be seen, heard and recognized alongside music content.”
YouTube Also Launched Dynamic Music Lineups
Apart from the audio ads on YouTube, the world’s largest video streaming platform has also launched dynamic music lineups. These are dedicated groups of channels focused on music across popular genres such as hip-hop, K-pop, Latin music, and Top 100, as well as moods or interests like fitness.
In audio ads, an audio soundtrack delivers the message, whereas the visual component carries a still image or simple animation. According to YouTube, more than 75 percent of measured audio ad campaigns during the alpha testing drove a significant lift in brand awareness. While speaking about the preparation of the audio ads campaign, Google stressed on audio playing the lead role. It said that a person should clearly understand what the ad is about when he closes his eyes.
Currently, YouTube audio ads are available in beta on CPM basis through auction on Google Ads and Display & Video 360. However, there will be the same audience targeting options, bidding strategies, and Brand Lift measurement capabilities. YouTube says that using both video and audio ads together will help companies reach more people.
