YouTube introduces audio ads for brands to expand reach

San Francisco, Nov 18 : In a bid to help marketers and creators further grow brand awareness on its platform, YouTube has introduced audio ads — its first ad format designed to connect brands with audiences in engaged and ambient listening.
Audio ads, currently in beta, will help companies efficiently expand reach and grow brand awareness with audio-based creative and the same measurement, audience and brand safety features as video campaigns, the Google-owned platform said on Tuesday.
“With music video streaming at an all time high on YouTube — more than 50 per cent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content — we’re introducing new solutions for your brand to be seen, heard and recognised alongside music content,” said Melissa Hsieh Nikolic, Group Product Manager, YouTube Ads.
In addition to audio ads, YouTube also launched dynamic music lineups, dedicated groups of music-focused channels across popular genres such as Latin music, K-pop, hip-hop and Top 100, as well as moods or interests like fitness.
Audio ads are characterized by creatives where the audio soundtrack plays the starring role in delivering the message.
The visual component is typically a still image or simple animation.