YouTube has announced that they are launching a new audio-based ad unit to reach users who utilise the platform for music and as a podcast player. It may seem odd for users that the popular site for videos will create audio ads; however, YouTube explains that users are consuming more audio centric-content. This new launch is an opportunity for advertisers to consider a cost-efficient and effective way to increase reach and grow brand awareness.
How YouTube audio ads impact advertisers
The pandemic has had a significant effect on the economy, e-commerce and businesses, with the majority of countries going into lockdown, users began to rely on the internet for adventure, shopping and entertainment. As festivals and concerts were getting cancelled, music fans turned to YouTube and Twitch to get their festival fix. As users enjoy listening to a live show in the background, almost like a radio, YouTube saw an opportunity to introduce audio ads, as it is proven to work well on platforms like Spotify and Soundcloud.
This new launch allows advertisers to expand their digital marketing strategy and to reach music fans. YouTube audio ads is a reliable way to attract an audience engaging with the content they love, with music video streaming at an all-time high, this is a new opportunity for brands to be seen, heard and recognised alongside music content.
In the month of alpha testing, YouTube found that more than 75% of measured audio ad campaigns drove a significant lift in brand awareness. Advertisers must also consider other categories which interest YouTube users if they intend to utilise this platform. ASMR, for example, is currently one of the most significant trending categories. Listeners must use headphones for a more enjoyable experience, and it intends to help the audience relax and fall asleep. Advertisers must consider an innovative way to target ASMR audiences by producing an ad which suits the content. A loud and noisy audio ad would not be effective if placed in an ASMR video; it might have the opposite outcome.
Audio ads are available in beta via auction on Google Ads and Display & Video 360 on a CPM basis with the same audience targeting options, bidding strategies and Brand Lift measurement capabilities as your YouTube video campaigns. Using both video and audio ads together, you can reach more people, consuming content they love, with the ad format that is best suited for their unique YouTube experience.
Advertisers need to be conscious of trends in the market and to analyse new platforms and opportunities that can improve reach and grow brand awareness. YouTube is a popular platform, and brands can gain a new audience with audio ads, expanding their ads beyond Google and Facebook.
For more information about Audio ads and how we can help you utilise this new platform,