People have increased their usage of YouTube medium for searching product reviews or listening to old tracks or finding recipes and much more. YouTube has been and still is a place to find everything under one roof. This could be a great opportunity for advertisers to preach about their brands and create awareness about their brands among users.
To make it more customized YouTube has brought in YouTube Audio Ads.
YouTube Audio Ads were created to connect brands with the audience in the most engaging way. This is a new way of reaching the audience through audio content on a video platform.
The YouTube Audio Ads was first launched in the month of November 2020 with the aim of achieving music lovers and podcast listeners.
“Whether it’s to squeeze in a living room workout before dinner, catch up on a podcast or listen to a virtual concert on a Friday night, people are increasingly turning to YouTube as they spend more time at home.
To help you tailor your media and creative approach to the different ways consumers are engaging with YouTube, we’re introducing audio ads, our first ad format designed to connect your brand with audiences in engaged and ambient listening on YouTube.” – YouTube Ads
But remember this method of advertising is for those who want to have a better reach for their products and for those who wish to grow their brand awareness.
How can YouTube Audio Ads be?
Audio Ads don’t mean that the ad will be just audio content it will have images or some animation while the Audio Ads run.
To be more clear here is an example of YouTube Audio Ads
In the above example, the YouTube Audio Ad is made of simple animation with the ad content in the form of audio.
The YouTube Audio Ads run on the basis of CPM which is similar to video Ads.
How to get started with YouTube Audio Ads?
To get started with YouTube Audio Ads,
- Open your Google Ads account
- Select the video campaign and click on to the + button
- Open new campaign
- Set reach and brand awareness as goals
- Select campaign type as Video Ad campaign
- Select the sub-campaign type as Audio
- tap on continue
- enter the bid amount and select your budget
And that is how you can create a YouTube Audio Ad.
What are the eligibility criteria for using YouTube Audio Ads?
Before getting started with Audio Ads one should know whether they are eligible. The YouTube Audio Ads was first commenced in the year 2019 then later in Nov 2020 YouTube made it available for everyone worldwide to use the beta version. But YouTube has restricted certain brands from using Audio Ads such as healthcare, medical, Alcohol, Gambling and brands with sensitive content.
Google has also designed a way that the advertiser has to undergo a Brand lift survey which will help in identifying certain metrics that include watch time, views, likes and shares before they get started with YouTube Audio Ads.
How should the audio content be for the Audio Ads on YouTube?
YouTube has made a few requirements for the audio content to be placed as Audio Ads in YouTube. These requirements include the length of the audio content (15 seconds max), the file size (128 GB to the max), the resolution of the content (approx 426×240 (240p) up to 3840×2160 (2160p), the aspect ratio (16:9), the call to action and companion banner with the help of a Google representative.
Where do YouTube Audio Ads appear?
The YouTube Audio Ads appear only in between music or podcasts. This might be a bit hard to digest. The advertisers will have a list of audio categories that include pop, rock, country music, Hip Hop, etc.
“In addition to audio ads, we’re also launching dynamic music line-ups, dedicated groups of music-focused channels across popular genres such as Latin music, K-pop, hip-hop and Top 100, as well as moods or interests like fitness, so you can easily reach music fans globally and drive results for your business. Music line-ups and audio ads make it possible to be there, at scale, whether YouTube is being watched front and centre or playing as the backdrop to daily life.” – YouTube Ads
Dynamic Music Line-ups in YouTube Ads
Dynamic line-ups work based on contextual targeting that will help you find the ideal collaboration for your content with the audience. You will be able to choose from moments, topics, relevancy, or even popularity according to which your audio content would be appropriate.
When you use Dynamic line-ups you will be able to achieve broad relevance, advanced audience targeting, keyword targeting and much more.
To use the Dynamic line-ups you will have to open the campaign interface and select placements and select the content to be added to Dynamic line-ups in YouTube Ads.
Coming to an end, the YouTube Audio Ads are available through an auction on Google Ads and Display & Video 360 based on CPM with similar targeting options, bidding strategy along with Brand life measurements.
YouTube also suggests advertisers use both video and audio Ads to reach more audiences with the content they would like to watch or listen to. Also, make sure to choose the best ad format for your YouTube Ads so that users will have a unique experience with your content.
