Google has also upgraded YouTube’s data attribution model so you can better measure how users engage with your ads. While we’d recommend starting with a video ad first, you can later consider using audio once you’ve perfected your brand voice and learned what your audience likes to engage with the most. To keep up with the changes, Google is now allowing YouTube advertisers to create audio-only ads.
Audio AdsĪudio has grown lately - you needn’t look further than podcasts and the new social media app Clubhouse. If the content of a video ad is closely related to a search the viewer has been researching, they might be more likely to watch the entire ad or click through the ad to the website. Marketers can now target ads at people who recently searched for a certain product or service. Among the changes it rolled out, possibly the biggest announcement was that advertisers would be able to target viewers based on their Google search history, in addition to their viewing behaviors YouTube was already targeting. Targeting Based on Users’ Search HistoryĪ few years ago, Google announced it would allow advertisers to reach more viewers on YouTube - especially across mobile devices, where 50% of YouTube views take place. The latest updates include "clearer language" and "specific guidelines" around ads not being placed on adult content, violence, harmful or dangerous acts, sensitive events, videos with inappropriate language, and drug-related content. In the past, the platform has made major efforts to protect viewers and advertisers from harmful content, and those efforts have persisted as of November 2022. In recent years, Google has rolled out a series of changes that makes YouTube advertising an extremely worthwhile investment.
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