YouTube teams up with SiriusXM for audio ads on podcasts, more
Source: 9to5Google
YouTube is turning to an expert in the field, SiriusXM, to provide improved ads for its audio‑first content such as podcasts.
In a press release, SiriusXM is now the exclusive advertising representative for YouTube audio advertising inventory in the US market. In other words, SiriusXM will be the one selling ads for audio‑first content on YouTube.
The deal kicks in this fall, with advertisers able to buy “guaranteed audio ad impressions against YouTube audiences,” as Variety explains. The press release adds:
Starting this fall, advertisers will be able to buy guaranteed audio ad impressions against YouTube’s high‑value audiences at scale for the first time directly through SiriusXM Media—paired with an audio‑first activation approach to extend reach and impact. Brands can now reach YouTube’s expansive, next‑generation and highly engaged audience in the same place where they buy SiriusXM Media’s leading portfolio of ad‑supported audio inventory, ensuring a seamless buying experience powered by AdsWizz Inc.’s ad tech platform. As audio continues to reach consumers as a constant companion throughout the day, from commuting to working hours, this deal gives brands an opportunity to reach a valuable audience that is further leaning into audio‑first behaviors and content on YouTube in high‑attention moments.
SiriusXM Media also controls Pandora, bringing extensive experience in audio advertising.
For the end user, changes shouldn’t be very noticeable. Ads already play during audio‑first content on YouTube, but with SiriusXM taking over, you might hear ads that feel more like those on dedicated audio platforms rather than the typical YouTube ads.