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YouTube expands audio and podcast advertising for brands
Global Banking & Finance Review®
Company
By Sheila Dang
(Reuters) – Alphabet Inc’s YouTube will expand ways for advertisers to reach music and podcast listeners and viewers on connected televisions, the company said on Monday.
The announcements come as the advertising industry has struggled amid record-high inflation and supply-chain disruptions, which have caused some brands to pull back on marketing budgets.
That has led advertisers to become “laser-focused” on the types of marketing that will reach new customers and drive product sales, said Debbie Weinstein, vice president of global advertiser solutions for Google and YouTube, in an interview.
“They want to know what works and how they can double down,” she said.
The streaming video 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 better known for watching video, the platform is the second-most popular service for listening to podcasts, the company said, citing a report by Edison Research.
The platform will also sell a new package of advertising placements called “Moment Blast” which will allow a brand to have prime positioning on some of the most popular content on YouTube when users are watching videos on internet-connected TVs or other devices. Brands can purchase the package to “own” major moments, such as sporting events or product launches, Weinstein said.
(Reporting by Sheila Dang in Dallas; Editing by Matthew Lewis)
Audio advertising refers to promotional content delivered through audio formats, such as music streaming or podcasts, allowing brands to reach listeners effectively.
A podcast is a digital audio program available for streaming or download, often produced as a series covering various topics, allowing listeners to subscribe and receive updates.
Inflation is the rate at which the general level of prices for goods and services rises, eroding purchasing power and often measured by the Consumer Price Index (CPI).
Digital marketing encompasses all marketing efforts that use the internet or electronic devices, including social media, email, search engines, and websites to connect with consumers.
Advertising placement refers to the strategic positioning of promotional content within various media platforms to maximize visibility and engagement with the target audience.
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