New year, new skills 😎
YouTube is launching a new type of audio-based ad unit to reach people who use the platform as their music and podcast player.
Audio ads may sound like an odd fit for a website that specializes in video, but YouTube says users are consuming more audio centric-content.
As the company’s first ad format without a video component, this is uncharted territory for YouTube.
Brands may be familiar with audio ads if the run any podcast campaigns, though for many YouTube advertisers this may be a first as well.
YouTube emphasizes how audio ads are a perfect fit for music channels, though I believe there is significant potential to engage other types of audiences as well.
As the pandemic continues to cancel in-person events around the world, music fans are turning to platforms like YouTube and Twitch for their concert fix.
Music is the most obvious fit for audio ads, and it’s proven to work well on platforms like Spotify and SoundCloud, but it’s not the only option for advertisers.
What Are YouTube Audio Ads?
Audio ads are characterized by a voiceover delivering the message while a still image or simple animation is displayed on the screen.
After months of alpha testing, YouTube found that more than 75 percent of measured audio ad campaigns drove a significant lift in brand awareness. Audio ads are now in the beta stage and available in auction on Google Ads and Display & Video 360 on a CPM basis.
Audio campaigns offer advertisers the same audience targeting options, bidding strategies. and Brand Lift measurement capabilities as YouTube video campaigns.
Would you like to run this type of advertising in your business?