YouTube embraces audio ads to help brands reach more customers

Brace yourself for audio advertisements on YouTube. Here is how it will work.

YouTube eyes music fans with a new ad format (HT Tech)

YouTube will soon serve users audio advertisements. The new ad format is aimed at helping advertisers targeting a growing user base of users who prefer to listen (such as podcasts or virtual concerts) rather than watching content. YouTube's Audio Ads are currently in a beta phase and available through an auction on Google Ads and Display & Video 360 on a CPM basis.

YouTube has also thrown in some stats to show the effectiveness of the new ad format. In its months of alpha testing, YouTube said it found more than 75% of measured audio ad campaigns on the platform helped improve brand awareness. Shutterfly, an early adopter of YouTube ads, used the format to influence purchase consideration among interested customers. The firm registered above benchmark lifts of 14% in ad recall and 2% lift in favourability among the target audience, YouTube claimed.

It is worth noting that YouTube's Audio Ads will not just be audio-only, but the company is encouraging audio to do the heavy lifting in terms of narrative and messaging to consumers. In such cases, “visual component is typically a still image or simple animation,” YouTube said.

“Using both video and audio ads together, you can reach more people, consuming content they love, with the ad format that's best suited for their unique YouTube experience,” the company added.

Apart from Audio Ads, YouTube has also introduced dynamic music lineups. It features dedicated groups of music-focused channels across genres ranging from K-pop to Top 100. It also has interests-based themes such as fitness.

“Music lineups and audio ads make it possible to be there, at scale, whether YouTube is being watched front and centre or playing as the backdrop to daily life,” it added.