In today’s world of digital marketing, we tend to forget some formats that were dominant in advertising until just a decade ago. The slightly older generations certainly remember some ingenious commercials that they could listen to on radio stations. Imagine the challenge, and on the other hand, the ability to attract the attention of the audience only through audio ads. However, today, when people’s attention is scattered in many directions, this way of advertising may be gaining importance again. YouTube recognized this and launched a beta version of audio ads at the end of last year. YouTube audio ads are introduced to track the different ways users interact with the platform.

As YouTube explained:

” To help you adapt your media and creative approach to the different ways consumers interact with YouTube, we’re introducing audio ads, our first ad format designed to connect your brand with audiences in engaged and ambient listening on YouTube.” Audio ads, currently in beta, help you effectively expand your reach and increase brand awareness with audio ads and measure audience response to your brand in the same way as a video campaign. “

YouTube audio ads

YouTube audio ads offer advertisers a new way to reach consumers on YouTube while receiving the same analytics and campaign support, including targeting options and bidding strategies, as when running standard YouTube video ads.

Audio ads may sound unusual for a platform that specializes in video content, but we’re sure YouTube has very strong reasons for launching a test version of this form of advertising. Music streaming on YouTube has reached an all-time high, with more than 50% of logged-in YouTube viewers spending an average of more than 10 minutes on music content every day. That’s exactly why YouTube says “we present new solutions for your brand so that it can be seen, heard and recognized alongside the music content”.

Increase brand awareness

Matt Southern for Search Engine Journal notes that “57 of the top 100 YouTube searches are related to music.” More than 75 percent of measured YouTube audio ad campaigns increased brand awareness. YouTube audio ads are available in beta auction on Google Ads and Display & Video 360 at cost-per-thousand impressions (CPM), with the same audience targeting options, bidding strategies, and brand performance measurement capabilities as video campaigns.

Although more than 2 billion users watch music videos on YouTube per month, and more than 85% actively watch videos while listening to music, a significant portion of the audience just listens while the music plays in the background. Audio ads feature a voice display that delivers the message while a static image or simple animation is displayed on the screen. Many users leave YouTube streams in the background like they would a radio station, which means that YouTube audio ads definitely have their place.

With more and more users turning to online platforms for most of their needs, from music to shopping, due to the consequences of the pandemic, all advertisers should be ready to try new digital advertising strategies that help get their messages in front of their target audience.

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Source: blog.google