YouTube illustration.
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Daisuke Tomita / AP / SIPA
Historically, YouTube users have not used the platform just for watching videos, but also for listening to music.
Google's service therefore asks its advertisers to adapt to uses.
Melissa Hsieh Nikolic, product manager of YouTube's advertising network, published a blog post on Tuesday (November 17th), in which she urges companies to create ads that can be listened to and not watched, reports Phonandroid.
Encouraging first results
In the vast majority of cases, the ads displayed on the platform are video-based.
The result: users who are not looking at their screens often do not understand what they are wearing.
YouTube is therefore testing audio advertising messages on the model of those already existing on the radio or on Spotify.
According to the company, the first results are satisfactory since 75% of the campaigns carried out with audio support increase the notoriety of the promoted brand.
An ad adapted to the music you listen to
The company owned by Google has even planned to adapt the advertisements to the music listened to by Internet users.
If the sound must "keep the main role", according to Melissa Hsieh Nikolic, she specifies that the audio ad will have to keep a discreet visual touch, YouTube being above all a video platform.
The manager specifies that "using both video and audio ads", it is possible to reach more people.
For now, these new ads are in the beta phase but they could arrive very quickly on the site and the application.
What to encourage users to subscribe to the premium offer, guaranteed without advertising.
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