YouTube rolls out audio ads to reach users accessing non-video content on its platform

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 18, 2020, 1:27 AM UTC

Over 50% of logged-in YouTube viewers consuming music content listen to music for over 10 minutes daily.

To reach people tuning in to audio content on YouTube and YouTube Music, the online video sharing platform has launched audio ads. The audio ads are currently available in beta through auction on Google Ads and Display & Video 360 on a CPM basis.

The audio ads work on the same measurement, audience, and brand safety features as the video campaigns. The company says the ads will help connect with audiences in an “engaged and ambient listening on YouTube”.

In its testing phase, YouTube found that over 75% of its audio ad campaigns "drove a significant lift in brand awareness". Further, YouTube is adding dynamic music line-ups for better ad targeting, allowing advertisers to reach audiences based on music genres.

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