YouTube is turning to an expert in the field, SiriusXM, to provide enhanced ads for its audio content, such as podcasts.
shared on a press releaseSiriusXM is now the exclusive advertising representative for YouTube audio advertising inventory in the US market. In other words, SiriusXM will be the one selling audio content ads on YouTube.
The deal goes into effect this fall and advertisers will be able to purchase “guaranteed audio ad impressions in front of YouTube audiences,” such as Variety explains. The press release adds:
Starting this fall, advertisers will be able to purchase guaranteed audio ad impressions to YouTube’s high-value audiences at scale for the first time directly through SiriusXM Media, along with an audio-first activation approach to expand reach and impact. Brands can now reach YouTube’s expansive, next-generation, highly engaged audience in the same place they purchase SiriusXM Media’s leading portfolio of ad-supported audio inventory, ensuring a seamless buying experience powered by AdsWizz Inc.’s advertising technology platform. As audio continues to reach consumers as a constant companion throughout the day, from commuting to work hours, this deal gives brands the opportunity to reach a valuable audience that is even more inclined toward behaviors and content that They prioritize audio on YouTube during moments of high attention.
SiriusXM Media also controls Pandora, with plenty of experience in audio advertising.
For the end user, the changes should not be that noticeable. Ads already play during audio content on YouTube, but with SiriusXM taking over, you may end up hearing ads that sound a little less like those on the rest of YouTube and a little more like those you find on other audio platforms.
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