YouTube introduces two new music ad solutions to help advertisers reach Gen Z

YouTube has announced two new ad alternatives that will make it simpler for advertisers to connect with Gen Z users (ages 18 to 24), following its recent coverage of Coachella 2023. The new ad formats, which will be available across devices and formats including long-form, audio, and YouTube Shorts, will allow advertisers to put their brands ahead of trending music.

The first ad format is Gen Z Music, which allows advertisers to align their brands with the music currently most popular among Gen Z. “It’s a no-brainer that songs by the likes of Bad Bunny, Doechii and Rosalía are popular with Gen Z, but most brands don’t realize that classic hits by Cyndi Lauper and underground music from the latest soon-to-be superstars are popular with Gen Z on YouTube, too, Google says

Gen Z Music will leverage AI-powered signals across YouTube to identify songs that are trending with Gen Z, so advertisers can reach them with the music they know and love. This new music ad format is now available for long-form and audio formats. 

The second ad format is Trending Music on Shorts. This new ad format, which will begin piloting in the coming months, will provide the same placement chance within Short, amassing over 1.5 billion monthly logged-in users and over 50 billion daily views.

“Music takes on a life of its own on Shorts, skyrocketing in popularity through trends and challenges. Recently, Gen Z fans across the world took to Shorts, using Miley Cyrus’ ‘Flowers’ as the backdrop music to their content, showing all the ways they’re practicing self-love.

These Shorts received millions of views and speak to all the creative ways in which Gen Z uses short-form video on YouTube to express themselves and connect with artists. Soon, your brand can get in on the love by surrounding Shorts using trending music.”, Google explained. 

During the first fiscal quarter of 2023, YouTube’s ad revenue continued to drop as advertisers reduced their spending due to the worldwide economic slowdown. Ad revenue for the quarter was $6.69 billion, down 2.6% from $6.87 billion in Q1 2022. Despite declining ad revenue for the third consecutive quarter, YouTube was nevertheless able to exceed analysts’ expectations of $6.6 billion.

Written by Jordan Bevan


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