YouTube Introduces Audio-Only Ads to Target Music & Podcast Listeners

The second largest search engine cum social media platform, YouTube has recently launched audio-only ads to match the multiple ways in which consumers engage with its platform. It has launched this new audio-based ad format to reach users who use their platform to play music and podcasts. 

Although audio-only ads might seem to be a bit of a misfit for a popular ‘video’ streaming platform specializing in videos, YouTube claims that today people are consuming more audio-centric content. 

Being the first-ever ad format that YouTube has introduced without any video component, this is uncharted waters for the company. 

While some businesses might be familiar with the audio ads if they have run a podcast campaign before, for a lot of YouTube advertisers, this might be the first time. 

The company highlights how these audio ads are the ideal fit for music channels; however, we can clearly see its immense potential to engage various audiences. 

So let’s see what these audio ads are all about and their use cases. 

What Are YouTube Audio Ads

Audio ads can be defined by a voice-over communicating the message while a static image or simple animation is shown on the screen. 

After performing months of alpha testing, YouTube discovered that a vast majority of calculated audio-only ad campaigns stimulated a considerable boost in brand awareness. 

YouTube audio ads are now in the beta phase. They are available in the auction on Google Ads as well as Display & Video 360 on a cost per thousand basis. 

Just like YouTube video campaigns, audio campaigns will also offer the same ad targeting options, bidding strategies, and the ability to measure brand lift to the advertisers. 

What Audiences Advertisers Can Reach With YouTube Audio Ads

Mainly, YouTube is convincing the advertisers about audio ads by stressing its potential to reach music and podcast listening audiences. 

Since people are spending more time in their homes currently, music video streaming is at its peak, according to the company itself. The majority of YouTube users who log in to the platform to listen to music consume more than ten minutes of music content on a daily basis. As per reports, most searches were related to music among the list of top searches on YouTube, including searches about songs, albums, artists, bands, etc. 

Besides studio recordings, YouTube is increasingly becoming the users’ favorite destination to catch live music performances. 

As the in-person events and fests continue to be called off due to the global pandemic, music lovers are relying on platforms such as YouTube to get their dose of concerts. 

This summer, event organizers organized virtual music festivals on YouTube by bringing star-studded lineups. 

Even now, when the festival season is slowing down, you can still spot famous artists giving live performances on YouTube from the comfort of their homes. 

A lot of users like to let these videos stream in the background while they continue with some other work enjoying the music (like people used to do with radio stations), which means audio-only ads won’t feel unsuitable or inappropriate. 

For audio ads, music and podcast would obviously be the perfect fit, but these are not the only options advertisers have. 

Another Potential Use Case For YouTube Audio Ads

In today’s world, after a long tiresome day, what people seek the most is peace. There is no doubt that music is increasingly becoming popular across YouTube, but this isn’t the only form of audio-based content that people are consuming on this platform. 

According to a study, the term “ASMR” is among the most popular YouTube searches, in fact, the third most popular search worldwide and one of the biggest trends on this platform. ASMR (Autonomous Sensory Meridian Response) videos help in visual relaxation and releasing stress. 

However, there’s a catch. Incorporating ads into ASMR videos can be a bit of a challenge as these are usually created to help the listeners relax or sleep. And what’s more invasive than a loud advertisement in between an ASMR video, disturbing you right at the moment you are about to fall asleep peacefully. Well, this is the reason why most ASMR channels choose to withdraw from mid-roll advertisements. 

However, what we think is that ASMR channels would be more open to audio-only mid-roll advertisements if advertisers deliver them in a soft-spoken form. 

There is a great potential for it there since it is pretty evident that in comparison to other YouTube videos, ASMR videos still remain under-monetized despite their popularity. So, advertisers who are looking forward to running YouTube audio ads would be missing out on a massive opportunity if they don’t target the ASMR listeners. 

Conclusion

YouTube is making efforts to keep up with the changing user behavior across its platform. Considering the current circumstances, it is no surprise that people are spending more time on YouTube listening to music and podcasts or catching live music performances from their favorite band or artist, or tuning in to some ASMR video after a long day. 

YouTube specializes in videos, and these new audio ads are definitely a new concept in its world. But it sure has a lot of potential on this platform. Advertisers will be able to expand their reach and target different types of audiences, including music and podcast listeners. Well, how this works out is something only time can tell. But if you plan on running audio ads, do consider the potential use case to make the most out of this new ad format.