YouTube introduces audio ads that target music fans

YouTube is a very popular tool used by music and podcast broadcasts to reach large audiences. Now YouTube is introducing a new ad model that has been tested to monetize the popularity of audio content to wider audiences.

In addition to standard visual ads, there will also be audio ads on YouTube, along with the feature that YouTube has stated that it has developed to “efficiently expand reach and grow brand awareness”. As you can imagine, YouTube’s audio ads specifically target those who use the app for podcasts and music.

In fact, we can say that YouTube’s audio ads feature is similar to the free version of Spotify in general. Users will see approximately 15 seconds of audio ads as they continue to consume audio-focused content. However, since YouTube is basically a video content platform, a static image or small animations will continue to appear in audio ads.

“When you’re preparing your audio ads campaign, keep in mind that audio should play the leading role. Think: If I close my eyes, I can still clearly understand what this ad is about. Be clear and specific with your message and pick a friendly, authentic voice to deliver it.” said Melissa Hsieh Nikolic, Group Product Manager of YouTube Ads. 

According to Nikolic’s statements, brands saw an increase in ad recall by 14% and in favorability by 2% in the first trials of audio ads. According to Nikolic, audio ad campaigns tested on YouTube have increased brand awareness by a whopping 75%. 

While YouTube stated that audio ads are currently in beta stage, they stated that they will be accessible to a wider audience over time.

Written by Sophie Blake


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