Here’s All You Need to Know About Audio Ads Introduced by YouTube
A new way to advertise on YouTube
There are quite a few reasons why YouTube has become the go-to video streaming platform for over 2 million people worldwide. The platform has 30 million daily active users, watching more than a billion videos per day. It the second most-visited website after its parent Google, generating a whopping $3.81 billion as ad revenue in the second quarter of 2020. YouTube accounts for 27.1 percent of the spending on digital video ads. 62 percent of marketers intend to pump in more money in YouTube ads.
Ever since the COVID-19 pandemic struck the world, people have resorted to YouTube as a source of entertainment while staying at home. This has led many marketers to focus on video marketing and the YouTube advertising strategy to cut through the competition and thrive through the tough times. Keeping in mind the need for more market reach and penetration, YouTube has introduced music audio ads. This is the platform’s novel non-video ad format that’s created to forge a connection between brands and consumers through ambient YouTube music tracks.
Brand marketers may already be aware of audio ads that appear when they run podcast campaigns. But the new ad format of YouTube is an unchartered territory for the video-streaming giant as well as for some advertisers. YouTube stresses upon the fact that these ads make for an ideal fit for several music channels.
Increased brand awareness and reach
Audio ads on YouTube simply have a voiceover that delivers the message. Viewers will only see a simple animation or a still of an image on the screen while the audio ad runs. After a prolonged alpha testing of these ads, YouTube concluded that audio ads significantly helped in driving brand awareness. Currently, these ads are in the beta stage. YouTube is auctioning these ads on a CPM basis on Display & Video 360 and Google Ads.
Audio Ads campaigns on YouTube, after becoming a mainstream advertising phenomenon, will provide a range of options to advertisers. To increase reach and brand awareness, brand marketers can use advanced targeting options, Brand Lift capabilities, and bidding strategies while running ad campaigns on YouTube. However, YouTube is greatly emphasizing the potential of audio ads to reach the gazillion music lovers using the platform.
Better reach to music fans
There’s no doubt in the fact that music is an integral component of people’s lifestyle and culture. People love listening to music, and YouTube is the first option that comes to mind whenever they wish to check out a music video. Music streaming on YouTube has reached incredible highs, with music lovers consuming hours of music content on the platform. Given this sentiment of people, YouTube now seeks to provide marketers with a golden chance to capture this untapped chunk of audience.
Besides the much-talked-about audio ads, YouTube is also introducing something called dynamic music lineups, which is a new solution for brands to boost their position simultaneously with music content. The latest launch is a cluster of music-related YouTube channels posting genres such as rock, K-pop, Latin, hip-hop, workout and fitness, country music, and many more. Dynamic music lineups offer marketers a good opportunity to reach many music fans worldwide and raise brand awareness.
So with YouTube’s audio ads and music lineups, brands can be out there with a greater impact, especially with the platform gaining more and more popularity during the pandemic. These advertising formats have the potential to increase the scale at which brands can reach their target audience and drive business results. It’s only about time that YouTube rolls these options for advertisers to catch on.
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