Google’s video-sharing platform YouTube recently announced its audio ads that will target users listening to YouTube in the background.
In the announcement, Melissa Hsieh Nikolic, Group Product Manager YouTube Ads, said that the new format has been designed for audiences that use the website for “ambient listening.” It will help brands tailor their media and creative approach according to different ways consumers are engaging with YouTube.
Hence, you might soon start seeing ads on YouTube that will feel like ads designed for radio or services like Spotify. The audio will be 15 seconds long and will be accompanied by visuals that will either be stills or simple animations.
YouTube claims that “more than 75 percent of measured audio ad campaigns on YouTube drove a significant lift in brand awareness.”
The blog reads,
One of our early testers, Shutterfly, used audio ads to influence purchase consideration among interested shoppers, driving above benchmark lifts of 14 percent lift in ad recall and 2 percent lift in favorability among their target audience.
Along with the new ad format, the website is also launching a new feature called dynamic music lineups. These lineups are basically dedicated groups of channels focused on music divided by popular genres, such as K-Pop and hip-hop, or by interests, such as fitness. These are also focused on helping marketers find their target audiences easily.