YouTube recently announced the launch of audio ads, a new type of audio-based ad unit to reach people who use the platform as a music and podcast player.

The new YouTube audio ads aim to target users who are listening and are not actively watching videos.

What are YouTube Audio Ads?

Audio ads aren’t new. They’ve been present on the radio for decades, but they are new to YouTube.

The YouTube audio ads are brand promotions delivered through voice while a static image or simple animation is displayed on the screen. It is designed for users that are glancing at the screen occasionally, or might be ignoring the visuals altogether.

Audio campaigns offer advertisers the same audience targeting options, bidding strategies and brand lift measurement capabilities as YouTube video campaigns.

Who will be the target?

It is made for podcast and music listeners that leave these streams in the background as they would do with a radio station, which means audio ads wouldn’t feel out of place.

Since ASMR is the second most popular YouTube query in the US (3.2M searches) and third most popular worldwide (13.9M searches), it is a good niche to target.

Will it be effective?

After months of alpha testing, YouTube found that more than 75 percent of measured audio ad campaigns drove a significant lift in brand awareness.