YouTube tests audio ads while playing in the background

YouTube tests audio ads while playing in the background

Announced platform YouTube is also announcing plans to introduce audio ads, which are designed to connect brands with audiences that regularly listen to music and podcasts.

Currently in the beta phase, new YouTube audio ads are targeting companies looking to expand reach and increase brand awareness efficiently.

According to Melissa Hsieh Nikolic, Melissa Hsieh Nikolic, Product Manager at YouTube Ads, More than 75 percent of audio ads campaigns measured via YouTube led to a significant increase in brand awareness.

One customer, Shutterfly, said they saw a 14 percent increase in ad recall and a 2 percent increase in preference after running audio ads.

The latest feature is aimed at those who mainly use the platform as their favorite service for listening to music and podcasts.

The idea of ​​this advertising experience is similar to what you might encounter with a free membership via Spotify.

The ads last about 15 seconds. They focus primarily on sound, but they still include a visual component, such as a still image or short animation.

Nikolic offered some guidelines for creating compelling content: The voice should play a leading role, the topic of the advertisement should be clearly understood when closing eyes, and you must be clear and specific in your message, while choosing a likable voice to convey the advertisement.

To cater to the needs of those who regularly visit YouTube to listen to music, the platform revealed that it will launch Dynamic Music Collections, which are dedicated groups of channels that focus on music across popular genres.

The platform said: Brands will easily be able to target these groups and generate business results.

Trademarks can, Nikolic said Reach more people than ever when you use both video and audio ads.

Brands have the opportunity to bid on audio ads and through Google adsplatform Display & Video 360 on a CPM basis using the same targeting options.

The platform claims that more than 50 percent of viewers who consume music content in a single day consume more than 10 minutes of music videos, proving how popular they are.

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