YouTube Expands Audio Ads With A Focus On Advertisers Reaching Podcast Listeners
Source: YouTube
During a presentation at Advertising Week, YouTube announced several ad updates, including the expansion of Audio Ads, which were initially launched in beta in 2020.
YouTube now offers Audio Ads globally through Google Ads and Display & Video 360. Using Audio Ads, advertisers can "reach people on audio surfaces and in listening-first states" like podcasts and music.
Previously, advertisers had the option to purchase 15-second audio ad spots, but now 30-second audio ad spots are also available. In addition to leveraging the audience targeting options available for standard long-form video content, advertisers can now run podcast-focused campaigns, targeting podcast listeners based on specific categories like comedy, news, and sports.
Further showing its investment in the podcasting space, YouTube is also piloting a program through its creator marketing platform, BrandConnect, that allows advertisers to purchase 60 to 90-second ad reads by podcast hosts. They can either be a video of the host reading the ad or a custom title card with an audio voiceover. Like long-form video and Shorts BrandConnect campaigns, the platform will utilize Google audience insights to connect advertisers and creators.
As the second most popular destination for listening to podcasts, YouTube's play in the podcasting space makes plenty of sense. From launching a podcast destination to now rolling out podcast-specific ad offerings, YouTube is providing advertisers with a viable pathway to get in front of engaged listeners. At the same time, it’s expanding the opportunities for creators to monetize across its platform.
Though Spotify tends to be the first place that people think of when it comes to podcasts, YouTube is poised to gain additional market share, especially since more people want the option to watch and listen to their favorite podcasts.
