A message appeared on the YouTube video hosting blog stating that the company launches a new format of paid advertising – audio ads. It is aimed at those users who use the site more for listening than for watching videos.
Benefits of YouTube Audio Ads
Audio ads on video hosting will have the same functionality and metrics as video ads. However, the new format will increase brand awareness for new audiences.
The main advantages of YouTube ads audio format:
- Coverage. Over 50% of registered users spend over 10 minutes a day consuming audio content;
- Cheaper to manufacture. Shooting the simplest video with all the accompanying work will cost from $500 to $1000. An audio clip with similar introductions will cost about $100-$300;
- Ease of setup. The user experience will help you launch your audio campaign smoothly. As we wrote earlier, its functionality is no different from video campaigns;
- Creative approach. Brands will have room to experiment and be motivated to create or refine their audio branding;
- The scale of presence. Audio ads can be shown both in videos with strong visuals and in those that are watched in the background.
Audio ad alpha testing found that over 75% of verified YouTube audio campaigns increased brand awareness. For example, the companyShutterflybrand recall indicators increased by 14% and interest in buying among the target audience increased by 2%.
How to start using audio ads on YouTube?
YouTube audio ads are currently in beta testing. They are available in Google Ads, Display & Video 360 CPM auctions with the same audience targeting, bidding strategies, and brand lift measurement capabilities as YouTube video campaigns.
To run audio ads, you need to buy ad space and set up a campaign in your account google Ads.
step by step instructions for running audio ads on YouTubeYou can find it in the Google Ads Help Center.
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Technical requirements for YouTube audio ads
Before running an audio ad on YouTube, make sure your audio ad meets the technical requirements.
Here are the characteristics that a creative in the form of a static image or animation must meet:
Also, make sure that your products or services are on the allowed list for advertising. During the beta testing phase, Google prohibits advertising in categories such as:
- Medicines and healthcare;
- Alcoholic drinks;
- Gambling.
Best Practices for Creating YouTube Audio Ads
When creating audio advertising, it is necessary to take into account both the general principles of audience engagement and the specifics of the format. Based on the latter, Google recommends:
- To focus on the soundtrack – its quality and content;
- Choose static or simple animation as a visual component;
- Cut voice-over to 40 words;
- Keep a measured pace, especially in speech;
- Make sure that the speaker’s speech is pleasant and legible;
- Choose a calm, relaxed sound to contrast with the content on the video hosting;
- Use an audio call to action – voice a link or tell the user where to click to start cooperation;
- Do not be too intrusive and follow the basic rules of advertising.
Examples for inspiration
A good example of audio advertising in the Ukrainian market was implemented by the Silpo team for Black Friday 2020. They used a catchy sound and thematic animation. The appeal of advertising was realized through a visual range.
I would also like to note the advertising trend 2020-2021 – an option in which the background music is very quiet or completely absent. This works great because when watching or listening to YouTube content, the lack of audio is immediately noticeable.
A similar technique is already used in video campaigns by large brands. For example, Prom.ua. In their video, the key role is played by the text that the heroine pronounces.
Findings
Audio ads are an excellent and, most importantly, timely addition to existing YouTube ad formats. After all, 2020 has shown a huge leap in the development of the audio content niche. In particular, the Spotify audio streaming service has entered Ukraine, many new podcasts have appeared, and15% of Ukrainians among the adult population switched to audiobooks. Therefore, there is every reason to believe that increasing user interest in the perception of audio content will create favorable conditions for advertisers. In a word, brands will have an additional effective channel to present their product in a profitable way. At the same time, they will remain very loyal and unobtrusive, as listening to ads will not distract users.