It is undeniable that people are turning to YouTube as they spend more time inside their homes due to the global COVID-19 pandemic. Most people use YouTube to listen to songs, their favorite podcasts, or a virtual concert of their favorite band. For this reason, it is important for content creators on YouTube to keep up with this increasing consumer demand.
To help them tailor their media and creative approach to the various ways that consumers are engaging with the video-sharing platform, Google has introduced audio ads. Notably, Google, the largest search engine, is the company that owns YouTube.
Audio ads are Google and YouTube’s first ad format that’s designed to connect brands with audiences in terms of engaged and ambient listening on the platform. This new integration is currently in beta. In addition, it helps brands to efficiently expand their reach and grow brand awareness using audio-based creatives. It also uses the same measurement as brand and audience safety features as your video campaigns.
Needless to say, audio ads serve as a bridge between brands and music fans on YouTube. With the amount of audience that music on YouTube has, brands will no doubt be able to increase their engagement and amp up brand awareness.
What the Audio Ads Feature Has to Offer
1. Reach More Music Fans
Music is already a part of people’s lives. No matter where they go, music is there as well. For this reason, it seems fitting for brands to utilize music in order to reach a wider range of audiences.
In addition, music has always played an integral role in the culture and the everyday lives of people. One reliable way for people to capture an audience who are engaging with the content that they love is through music. However, this is an untapped area on YouTube for most brands.
Another proof that YouTube is a home for music is the fact that music video streaming has recorded an all-time high on YouTube. In fact, more than 50 percent of logged-in YouTube users who consume music content every day spend more than 10 minutes on music content. This is the reason why Google is introducing new solutions for brands to be seen, heard, and recognized on YouTube alongside music content.
2. Dynamic Music Lineups
Apart from audio ads, Google is also launching dynamic music lineups for YouTube. These are dedicated groups of channels that are focused on music across well-known genres like K-pop, Latin music, hip-hop, and Top 100.
In addition, interests or moods, such as fitness are also available so you will be able to reach music fans globally. This way, you will be able to drive results for your business.
Music lineups, as well as audio ads, will make it possible for brands to be there, at scale, regardless if YouTube is being watched front and center or playing in the background for your daily life.
Now, brands will be able to reach audiences on a large scale. There is no doubt that the audio ads feature is an excellent tool for reaching vast audiences.
3. Amplify Your Brand Message and Buy YouTube Views
According to some creatives, audio ads are where the audio soundtrack plays the lead role in the delivery of your message. Typically, the visual component is a simple animation or a still image. Leveraging this, buy real YouTube views on this branded message to vastly leverage your image!
During Google’s months of al[ha testing, it found out that over 75 percent of measured audio ad campaigns on YouTube resulted in a significant lift in brand awareness.
Shutterfly, one of the audio ads’ early testers, used the feature to influence purchase consideration among potential shoppers. This move drove above benchmark lifts of 14 percent lift in ad recall. In addition, there is a two percent lift in terms of favorability among their target audience.
4. Find Success With Audio Ads
When preparing your audio ads campaign, it is important for you to keep in mind that audio should play a major role. Your target audience should still be able to clearly understand what your ad is all about even if they close their eyes and just hear your ad’s audio.
In addition, you should be clear and specific with your message. It is important that you pick a friendly and authentic voice that would deliver it. This way, you will be able to create a unique ad that will catch the attention of your target audience.
Moreover, audio ads are available in beta via an auction on Google Ads. You can also access it on Display & Video 360 on a CPM basis that has the same audience targeting options, bidding strategies, Brand Lift measurement strategies, and audience targeting options, as your YouTube video campaigns. You will be able to reach more people by using both video and audio ads together. In addition, your target audience will be able to consume the content that they love, with the ad format that is best fitted for their unique experience in using YouTube.
The Final Takeaway
Podcasts have witnessed a huge rise in recent years. While YouTube is still a video-sharing platform in nature, it still makes sense that podcast listeners have also searched for more audio content on other platforms. Of course, YouTube is the first platform that they will think of because it houses a wide range of content that users can easily consume without the video element.
Other than podcasts, there is also music. As mentioned, the video-sharing giant said that music video streaming is at an all-time high.
Furthermore, the options mentioned above will provide more ways to reach listeners. Now, brands that want to integrate audio ads just need several more stats on the particular categories of YouTube content that users consume in audio mode, other than music.
Needless to say, audio plays a major role in YouTube. And with this new ad option by YouTube, brands will be able to reach a vast array of music fanatics who turn to YouTube to listen to their favorite music, bands, or even podcasts.
Date: January 20, 2021 / Categories: YouTube, / Author: Joy P
