December 2, 2020


Erica Perry


Music has always played a prominent role in culture, but this year a particularly large number of people are listening to more audio on YouTube and YouTube Music. This is mainly to combat zoom fatigue and make it easier for you to ingest content, be it tutorials, lectures, courses or meetings, while juggling the obstacles of a distant work environment.

In response to this trend and to help brands efficiently increase reach and increase brand awareness with audio-based motifs, the platform has released several updates to help brands reach these users. Ads are specifically designed for non-video consumption.

Elevate your brand's message with audio

According to YouTube more than 50 percent of registered viewers who consume music content in one day more than 10 minutes of music content.

The company also announced that it was in the early testing phase of the update more than 75 percent The number of audio ads increases brand awareness significantly. For example, an ad from Shutterfly achieved a 14 percent increase in ad recall and a two percent increase in target audience convenience.

"Regardless of when and how people tune in, there are ways we can help advertisers connect, even if they're listening to music in the background." Now you can add newly announced audio ads to the moments your customers see by including them in moments when they are listening, ”YouTube music director Lyor Cohen explained in a separate blog post.

Improved targeting via dynamic music lineups

YouTube is also part of its audio push, announcing dynamic music roster that marketers can use to target their campaigns to collections of music channels on YouTube.

This makes it easier for advertisers to reach audiences based on specific genres of music.Latin American music‘,’K-pop‘,’Hip hop& # 39; and & # 39;Top 100In addition, brands can use these music lineups to focus on specific moods or interests, such as:fitness. "

Audio Ad Best Practices

To be clear, these new Youtube ads are aimed at viewers who “want to do a workout in the living room before dinner, check out a podcast or listen to a virtual concert on a Friday night”. These are not just audio ads, they rely on audio to provide the bulk of the communication understanding that people may look at the visual image sporadically or not at all. The visual side of these new displays is therefore limited to "a still image of the animation". In other words, if the person closed their eyes, they would still clearly understand the advertising message.

The future of music marketing and audio calling

More than 2 billion Registered viewers will see at least one music video each month. Over half (60%) of YouTube's music playback occurs on mobile devices with background viewing or listening turned off.

Statistics aside, innovations in social media and changes in consumer behavior are fundamentally changing the way music is made, consumed and shared. Brands need a music strategy to keep pace with culture and have a strong chance to lead at this interface and build meaningful partnerships with consumers. With podcasts becoming more prevalent in recent years, it makes sense that audio content on YouTube should be of interest, although it is primarily a video service as well as other platforms.

Over on Twitter there is a test of a virtual meeting room option that is audio-only and builds on the new Fleets, Stories tool due to be released by the end of the year. Audio Spaces allows users to set up rooms where certain people can have a discussion and others can participate, either just to listen or to actively participate. The user creating the realm has full moderation controls – an attempt by the platform to prioritize security and prevent abuse and harassment.

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