One of the things people enjoy doing with YouTube is listening to music. While YouTube might be known as a video platform, there are people who put YouTube on in the background and listen to songs while they do other things. This means that when it comes to ads, some advertisers might miss out as the person isn’t watching the ad.

This is why it doesn’t really come as a surprise to learn that YouTube is hoping to address that by introducing audio-based ads. What this means is that it will give advertisers a chance to reach out to YouTube users who might be listening to music in the background with ads that are more effective than visual based ads.

According to YouTube, “With music video streaming at an all time high on YouTube—more than 50 percent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content—we’re introducing new solutions for your brand to be seen, heard and recognized alongside music content.”

The company is also claiming that their experiment with audio-based ads are effective. They cite one of their early testers, Shutterfly, who saw a 14% lift in ad recall and 2% lift in favorability amongst their target audience.

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