Google introduces audio ads in YouTube, targeted at music streamers

[Karlston]

Google introduces audio ads in YouTube, targeted at music streamers

 

Google is today introducing a new format of ads for YouTube – audio ads. The firm is touting this format of ads as a way to reach users that leverage YouTube for listening to music, or what the firm calls “ambient listening”. The format targets users that may not be watching music videos or concerts – but listening to them in the background, leading to visual ads not being as effective.

 

The company says that such ads will have a static image or a still frame of a video, with the “audio soundtrack plays the starring role in delivering your message”. The firm added new audio ads features to the Ad Manager platform a few months ago that lets advertisers better tailor and analyze the consumption of such content. The Mountain View giant says that it noticed that 75% of audio ads “drove a significant lift in brand awareness” as part of its alpha testing. It adds that testers like Shutterfly saw a 14% lift in ad recall when used for influencing purchase considerations via audio ads.

 

It also touts the popularity of YouTube as a source for music streaming. The video streaming platform saw more than 50% of logged-in users stream at least ten minutes of songs every day. For this reason, the company is also introducing dynamic music lineups for video campaigns, providing a way for marketers to target specific music genres, channels, or even events for their ad campaigns to improve the effectiveness of the marketers' messaging.

 

Audio ads will be available in beta through Google Ads and Display & Video 360 for marketers. You can head to the support article here for more information.

 

 

Google introduces audio ads in YouTube, targeted at music streamers

 

[steven36]

YouTube claims to be the world’s biggest jukebox — and now it wants to wring more ad dollars from the platform’s music fans.

 

 

The video giant is launching 15-second audio ads, the first format designed to reach YouTube users who listen to music or podcasts ambiently (i.e., in the background). YouTube also is introducing the ability for advertisers make buys across dynamic music lineups, including the Top 100 charts by country and collections of channels in popular genres such as Latin, K-pop, country, rap and hip-hop. Marketers also can buy ads targeted by moods or interests like fitness or relaxation/meditation.

 

YouTube expects the moves to boost ad revenue it generates from music on the platform, which includes over 70 million official tracks plus remixes, live performances, covers and other music content. And it stands to put YouTube in more head-to-head competition with Spotify, which has been selling audio-only ads and offering targeting by music genres for years.

 

Lyor Cohen, global head of music for YouTube, positioned the new ad push as “trying to help artists in the industry earn more revenue from ads – period.” YouTube’s focus on increasing advertising revenue for music content ultimately benefits its record label partners and their artists, he said.

 

“Subscription revenue is important, and now [music companies] understand the advertising opportunity,” said Cohen. “They love that we’re building muscle on both sides.”

In the pitch to Madison Avenue, YouTube touts massive scale. It says over 2 billion logged-in viewers watch at least one music video each month and that more than 50% of those who consume music content in a day listen or watch more than 10 minutes daily.

 

Video is still the largest category for YouTube: 85% of music consumption on the platform is in the foreground (i.e., with video playing on a device). But that remaining 15% is a ripe opportunity for marketers to tap into audio ads, said Adam Stewart, YouTube’s VP of sales.

 

“If someone is on a playlist and doesn’t have their video up, this is a better user experience,” Stewart said. YouTube has “always been a place for marketers to get incremental reach, and this is an extension of what we’ve been.”

 

YouTube says audio ads are now in beta, available via auction on Google Ads and Display & Video 360 on a cost-per-thousand (CPM) basis with the same audience-targeting and other options as video campaigns. With audio ads, the visual component is typically a still image or simple animation; similar to YouTube in-stream video ads, they include clickable areas to link to their website.

 

The company claims early tests of audio ad campaigns on YouTube have driven significant lift in brand awareness. Shutterfly, for example, saw 14% ad recall lift and a 2% favorability lift among its target audience using YouTube audio ads. Overall, in tests run from June 2019-March 2020, YouTube found that more than 75% of measured audio ad campaigns drove a “significant lift” in brand awareness.

 

Meanwhile, the option to place ads against YouTube’s dynamic music lineups is in addition to the YouTube Select Music Lineup, which consists of the top 5% of premium music content across the service globally.

 

Here are some of YouTube’s global music lineups, with sample music artists or channels that are included in each one:

• Rap & Hip-Hop: Drake, Big Sean, Logic
• Latin Pop and Hip-Hop Amplified: Bad Bunny, J Balvin, Nicky Jam, Shakira
• K-Pop Amplified: Blackpink, BTS, EXO
• Rock Music: The Beatles, The Killers, Foo Fighters
• Pop Music: Coldplay, One Direction, Kelly Clarkson
• Country Music: Blake Shelton, Luke Combs, Kelsea Ballerini
• Brazil Country Music (Sertanejo): Marília Mendonça, Gusttavo Lima, Bruno e Marrone
• Fitness & Workout Music: 7Clouds, Prepix Dance Studio, Calvin Harris, Madonna

 

 

Source

 

[random]

I suppose the free ride is slowly coming to an end? First Google Photos getting limited, now this. 

Of course, all is long term, calculated, throttled, as one would expect from the giant corporation. Of course, we still... for now... can block ads, or find storage in other places, a small inconvenience.

I am so tired of what has become of the Internet. So very tired.

[steven36]

34 minutes ago, random said:

I suppose the free ride is slowly coming to an end? First Google Photos getting limited, now this. 

Of course, all is long term, calculated, throttled, as one would expect from the giant corporation. Of course, we still... for now... can block ads, or find storage in other places, a small inconvenience.

I am so tired of what has become of the Internet. So very tired.

If they  can get  past UBO  time to just  use my 3rd party apps  tell they decide to protect the streams  with real drm  then i will not use it  i will just use Kodi

 

 

 

[Ryrynz]

6 hours ago, random said:

I suppose the free ride is slowly coming to an end? First Google Photos getting limited, now this. 

Of course, all is long term, calculated, throttled, as one would expect from the giant corporation. Of course, we still... for now... can block ads, or find storage in other places, a small inconvenience.

I am so tired of what has become of the Internet. So very tired.

 

It's not what's become of the internet as such, it's Capitalism's leverage of the vast amount of people and time spent on the internet.. chances are you spend more time on here than you do watching TV,

yet how many ads would you have seen on TV if watching multiple programs for an hour or so? Vastly more than you would probably have gotten online at least in the past anyway.

It was bound to catch up. I'd love to be in a world where advertising was simply not necessary, but while Capitalism exists this simply cannot happen. You are simply a consumer and everyone wants what you've got.

[steven36]

6 hours ago, Ryrynz said:

yet how many ads would you have seen on TV if watching multiple programs for an hour or so? Vastly more than you would probably have gotten online at least in the past anyway.

I stop watching TV on TV in 2007 I just download or stream pirated releases and i use  a ad blocker .Ive not seen videos with commercials in years .

 

6 hours ago, Ryrynz said:

It was bound to catch up. I'd love to be in a world where advertising was simply not necessary, but while Capitalism exists this simply cannot happen. You are simply a consumer and everyone wants what you've got.

There other sites besides YouTube with music videos mail ru , vimeo ,etc   that dont have audio ads.  plenty of places to download and stream  pirated  music releases free, Also  most every site incl YouTube has a paid option  were you can remove ads and adblock  extensions   have existed  for 15 years . so if your seeing ads it has nothing to do with Capitalism its ether your to lazy to look for alternatives ,  to stupid  to use a adblocker or broke .

[Ryrynz]

11 hours ago, steven36 said:

I stop watching TV on TV in 2007 I just download or stream pirated releases and i use  a ad blocker .Ive not seen videos with commercials in years .

 

There other sites besides YouTube with music videos mail ru , vimeo ,etc   that dont have audio ads.  plenty of places to download and stream  pirated  music releases free, Also  most every site incl YouTube has a paid option  were you can remove ads and adblock  extensions   have existed  for 15 years . so if your seeing ads it has nothing to do with Capitalism its ether your to lazy to look for alternatives ,  to stupid  to use a adblocker or broke .

 

Given the vast number of views on youtube this isn't how the majority of the world does things.
Adverts have everything to do with Capitalism, just because you avoid them doesn't mean they don't exist and hundreds of millions of people don't see them.
The vast majority of the world doesn't block adverts from Youtube, yes some people here will know it can be done but calling hundreds of millions of people lazy and stupid is just wrong.

[steven36]

1 hour ago, Ryrynz said:

 

Given the vast number of views on youtube this isn't how the majority of the world does things.
Adverts have everything to do with Capitalism, just because you avoid them doesn't mean they don't exist and hundreds of millions of people don't see them.
The vast majority of the world doesn't block adverts from Youtube, yes some people here will know it can be done but calling hundreds of millions of people lazy and stupid is just wrong.

Even China  has ads  each part of the world  have there own ad companies  .China  have the most people in the world and they don't use Google services  because it banned but music videos and concerts  is big there  they use Tencent  58%  of internet users  are in Asia , most YouTube users  are not stupid  1 million pay not to see ads adblock use  could be as  high as 2 billion users  but there is no exact way to measure  it .

https://blogs.harvard.edu/doc/2019/03/23/2billion/

 

When people  complain on social media about seeing ads on YouTube  if they on Mobile  they tell them to install Brave Browser  or to pay  for it .  But if ads start getting by  lots of people will leave  in the long term.  The problem with YouTube with  people who is not blocking is not they have  some ads .Its they have  way too many ads and  they keep finding ways to add more . People  are complaining already about it.

 

Unskipple  Ads in videos/audio have been around for ages  Hulu  Free had them and they was not profitable so they done away with there free model.

 

Adblockers  can block most of them  it always worked  on videos that had ads in them on YouTube  before  just mostly those ads were  in non music videos before .They a few  sites they dont work on like Vudu and i dont use  such sites . In  your part  of the world  most free  sites with these ads are most likely  Geo blocked but in the USA  they lots of sites  that have video ads. Most of these sites  you can just  download or stream them using and app + plus youtube-dl  and they will be ad free. unless  they use drm .