Daily Management Review

YouTube Broadens Audio And Podcast Ad Campaigns For Brands


YouTube Broadens Audio And Podcast Ad Campaigns For Brands
Alphabet Inc's YouTube said on Monday that it will expand ways for advertisers to reach music and podcast listeners as well as viewers on connected televisions.
The announcements come as the advertising industry has struggled in the face of record-high inflation and supply-chain disruptions, causing some brands to reduce marketing budgets.
According to Debbie Weinstein, vice president of global advertiser solutions for Google and YouTube, this has caused advertisers to become "laser-focused" on the types of marketing that will reach new customers and drive product sales.
"They want to know what works and how they can double down," she said.
The streaming video platform announced plans to expand audio advertising globally, allowing brands to market to people who listen to music or podcasts on YouTube.
Although YouTube is better known for watching videos, the platform is also the second-most popular service for listening to podcasts, according to the company, citing an Edison Research report.
The platform will also sell a new advertising placement package called "Moment Blast," which will allow brands to have prime positioning on some of YouTube's most popular content when users are watching videos on internet-connected TVs or other devices. According to Weinstein, brands can purchase the package to "own" major moments such as sporting events or product launches.