YouTube increases brand-specific audio and podcast advertising

The platform will also sell a new bundle of ad placements called ‘Moment Blast’.

YouTube’s Alphabet Inc said Monday that it will expand the ways advertisers can reach listeners and viewers of music and podcasts on connected TVs.

The announcements come as the advertising industry grapples with record inflation and supply chain disruptions, causing some brands to slash marketing budgets.

This has led advertisers to “laser focus” on the types of marketing that will reach new customers and increase product sales, Debbie Weinstein, vice president of global advertiser solutions at Google and YouTube, said in an interview.

“They want to know what works and how it can be replicated,” he said.

The video streaming platform said it will expand audio advertising globally to allow brands to market to people who use YouTube to listen to music or podcasts.

Although YouTube is best known for watching videos, the platform is the second most popular service for listening to podcasts, the company said, citing a report from Edison Research.

Read YouTube Music and YouTube Shorts are Integrated

The platform will also sell a new bundle of ad placements called ‘Moment Blast’ which will allow the brand to carve out a leading position on some of the most popular content when users watch videos on their internet-connected TVs or other devices. Weinstein said brands can buy the package to “own” important moments, such as sporting events or product launches.

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