NEWS18 November 2020

YouTube launches audio-only ads

Innovations News North America

US – YouTube has allowed advertisers to create audio-only advertisements to run on the video-sharing platform.

YouTube on a phone

The ‘Audio Ads’ feature, which is currently in Beta mode, will allow users to use audio alongside a still image or simple animation in advertisements alongside music videos or podcasts.

The adverts are available via auction on Google Ads and Display & Video 360 on a cost per thousand impressions basis. Audio Ads will use the same measurement, audience and brand safety features as video campaigns on YouTube.

The company said in a blog post on the Google website from Melissa Hsieh Nikolic, group product manager at YouTube Ads, that alpha testing had shown 75% of measured audio advertising campaigns led to an increase in brand awareness.

YouTube has also launched ‘Dynamic Music Lineups’, which creates dedicated music channels focused on popular genres.