Why it matters: YouTube says music video streaming is at an all time high, noting that more than 50 percent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content.
The details: YouTube’s new audio ads include audio as the focal point, accompanied by a visual component such as a still image or simple animation.
During its alpha testing, YouTube found that more than 75 percent of measured audio ad campaigns drove a significant lift in brand awareness.
Early tester Shutterfly drove benchmark lifts of 14 percent lift in ad recall and two percent lift in favorability among its target audience when using YouTube’s audio ads to influence purchase consideration.
The new audio ads are available in beta via auction on Google Ads and Display & Video 360 on a CPM basis with the regular audience targeting options, bidding strategies and Brand Lift measurement capabilities as YouTube video campaigns.
In addition to audio ads, YouTube is launching dedicated groups of music-focused channels across popular genres like Latin music, K-pop, hip hop and Top 100, to enable brands to reach music fans globally.
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