YouTube introduced a new format to create brand awareness among users of the platform: audio ads, which are played between music content and podcasts.
Audio ads are a format introduced by the video platform to help companies connect with audiences, and generate greater brand awareness, as the company indicates on its official blog.
These contents would be reproduced when users are listening to music or podcasts on the streaming platform, similar to how advertisements are introduced in other free services such as Spotify.
They are currently in beta, but tests carried out by the company show a 75 % increase in brand awareness among listeners.
In this format it is short-lived, with a maximum of 30 seconds, and is presented as a complement to YouTube video ads. They will be available through Google Ads and Display & Video 360.