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Google sprístupňuje Audio Ads na YouTube všetkým inzerentom

Novinky27 October 2022
Zdieľať

Audio Ads (Zvukové reklamy) od Google, ktoré sú určené na oslovenie užívateľov streamujúcich hudbu a podcasty na YouTube, sú teraz dostupné pre všetkých inzerentov.

Google sprístupňuje Audio Ads všetkým inzerentom, čím poskytuje firmám viac možností, ako osloviť poslucháčov hudby a podcastov v službe YouTube. Doteraz bol tento reklamný formát dostupný iba vybraným inzerentom na zahraničných trhoch. Google tiež pridáva nové možnosti cielenia zvukových reklám – inzerenti teraz môžu cielene osloviť poslucháčov podcastov.

Spoločnosť Google oznámila tieto aktualizácie počas týždňa reklamy v New Yorku spolu s niekoľkými ďalšími vylepšeniami reklamy na YouTube.

Audio Ads sa zobrazujú aj ľuďom, ktorí počúvajú hudbu v službe YouTube. Existuje však možnosť obmedziť cielenie iba na poslucháčov podcastov, ak máte záujem cieliť predovšetkým na nich.

YouTube je už dlho miestom, kde milovníci hudby nájdu oficiálne albumy, hudobné videá, živé vystúpenia a ďalšie informácie. Podľa spoločnosti Edison je teraz YouTube druhou najobľúbenejšou destináciou na počúvanie podcastov.

Ako fungujú Audio Ads v službe YouTube?

Hoci formát Audio Ads je charakteristický predovšetkým hlasovým komentárom, pri prehrávaní sa na obrazovke zobrazuje aj obrázok alebo animácia.

Tu je príklad Audio Ad YouTube s jednoduchým zobrazením animácie:

Zvukové reklamy v službe YouTube majú podobné vlastnosti ako videoreklamy, napríklad platobný model je na základe CPM.

Spoločnosť Google uvádza ako hlavné výhody zvukových reklám v službe YouTube relatívne nízke náklady na kreatívu, zjednodušený nákup a nastavenie kampane, zjednodušené cielenie a meranie a rozšírený dosah na nové publiká za nízke náklady.

Kde sa zobrazujú Audio Ads v službe YouTube?

Audio Ads sa zobrazujú len na hudobnom obsahu alebo podcaste. Videoreklamy sa naopak môžu umiestňovať do viacerých kategórií, zoznamov skladieb a kanálov.

V súčasnosti sú k dispozícii zvukové a podcastové zostavy (line-ups), z ktorých si môžete vybrať, napríklad:

  • Pop
  • Rock
  • Country
  • EDM
  • Rap a hip-hop
  • Podcasty

youtube audio ads

Špecifikácie Audio Ads

Podobne ako videoreklamy YouTube, aj reklama Audio Ads musí byť nahraná na YouTube.

Medzi ďalšie požiadavky a špecifikácie Audio Ads patrí:

Dĺžka reklamy: maximálne 15 sekúnd.

Veľkosť súboru: maximálne 128 GB.

Rozlíšenie: od 426 × 240 (240p) do 3840 × 2160 (2160p).

Pomer strán: 16:9.

Medzi best practices, ktoré odporúča Google, patria:

  • Audio Ads by sa mali zameriavať na zvukovú stopu, preto ako pozadie použite podklad s ľahkou animáciou alebo statický obrázok s výzvou na akciu.
  • Majte jednotný tón a tempo: Pri 15-sekundovej reklame sa zamerajte na 40 slov, ak v reklame použijete hlasový komentár.
  • Použite priateľský tón ktorý pomáha poslucháčom plynulo prejsť medzi obsahom ktorý konzumujú a reklamou.
  • Zahrňte výzvu k akcii do zvukovej nahrávky alebo do kreatívy videa: V reklame ponúknite poslucháčom možnosť urobiť ďalší krok, napríklad zobraziť krátky odkaz na vašu webovú stránku.

Zdroj: Edison Research, Edison Podcast Consumer Tracking Report, US, Q1 2022

Zdenko Mojto

Performance & Programmatic Lead
Wavemaker Slovakia

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