YouTube tests audio ads while playing in the background

YouTube has announced plans to introduce audio ads, which are designed to connect brands with audiences who regularly listen to music and podcasts.

Currently in the beta phase, new YouTube audio ads are targeting companies looking to expand reach and increase brand awareness efficiently.

According to Melissa Hsieh Nikolic, Product Manager, YouTube Ads, more than 75 percent of audio ad campaigns measured via YouTube have led to a significant increase in brand awareness.

Nikolic said: One customer, Shutterfly, saw a 14 percent increase in ad recall and 2 percent in preference after running audio ads.

The latest feature is aimed at those who mainly use the platform as their favorite service for listening to music and podcasts.

The idea of this advertising experience is similar to what you might encounter with a free membership via Spotify.

The ads are about 15 seconds long and focus mainly on sound, but they still contain a visual component, such as a still image or short animation.

Nikolic provided some guidelines on creating compelling content: Voice should play a leading role, the subject of the ad must be clearly understood when closing eyes, and you must be clear and specific in your message, while choosing a likable voice to convey the ad.

To cater to the needs of those who regularly visit YouTube to listen to music, the platform revealed that it will launch Dynamic Music Collections, which are dedicated groups of channels that focus on music across popular genres.

Brands will easily be able to target these groups and generate business outcomes, the platform said.

Brands can reach more people than ever before when they use both video and audio ads, Nikolic said.

Brands have the opportunity to bid on audio ads through Google ads and Display & Video 360 on a CPM basis, using the same targeting options.

The platform claims that more than 50 percent of viewers who consume music content in a single day consume more than 10 minutes of music videos, which proves how popular they are.

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