How does an audio ad differ from the standard advertisements we currently see on YouTube? As the name suggests, the focus is on the audio element, supported by a static image or a very simple animation summarizing the key points of the voiceover. It will resemble a radio ad combined with a digital poster displayed on your device’s screen. This new ad format will be capped at 30 seconds and, unlike current YouTube ads, it won’t be skippable.
Producing an audio ad is much cheaper than creating a dedicated video ad or animation, significantly reducing production costs and allowing for more efficient use of the advertising budget. This will also lower the barrier to entry into digital marketing for very small businesses that may have found YouTube advertising too costly. YouTube also claims that the cost of placing an audio ad on the platform will be lower.
The introduction of this new format, and the resulting increase in ads, will benefit YouTube as well. With many browsers offering plugins that block traditional display and video ads, audio ads could be a smart business move to ensure revenue flow. YouTube needs these additional revenue streams to support its infrastructure, which houses vast amounts of data.
More ads may lead to higher revenue for businesses, but also greater frustration for users who are already bombarded with promotional content. To avoid alienating users, there should be a limit to how many ads are displayed. However, YouTube passed that point long ago, continuously expanding its ad formats and placing ads wherever possible. It seems like a strategy to push users toward subscribing to YouTube Premium, which offers an ad-free experience for around 24 PLN (approximately $6) per month.
Is it still possible to use YouTube without a subscription or an overwhelming amount of ads? Unfortunately, those days seem to be over. With the introduction of the new format, we face a choice: pay for uninterrupted access to videos, podcasts, and music, or tolerate constant ad interruptions in exchange for „free” access to content. Each user will have to make that decision for themselves.
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