YouTube rolls out host-read video ads for podcasts

Podcasters commonly upload their shows as videos on YouTube. On Monday, YouTube announced that it’s “giving advertisers more intentional ways” to work with podcasters specifically, Google spokesperson Oluwa Falodun told Marketing Brew in an email.

YouTube BrandConnect, its branded-content platform that connects creators with advertisers, is piloting a program that offers video ads read by podcasters, signaling YouTube’s continued interest in expanding its footprint in the podcast world.

How it works: Brands that test the program can opt for either 60- or 90-second ad segments read by a podcast host.

These ads only appear on podcasts published on YouTube, not in the audio-only content published on podcast platforms, said Lori Sobel, managing director of YouTube BrandConnect, in an email from Falodun. They include either a video of the host reading the ad or a custom title card with audio overlaid.

YouTube only “just rolled out” this ad format, but there are already several brands testing it out, according to Sobel. For instance, Neutrogena is currently running a campaign with The Financial Diet, the channel behind the podcast The Financial Confessions.

Down the line: YouTube BrandConnect will use Google audience insights to pair creators with brands, Sobel said in the email.

“As more advertisers come on board, we’re excited to connect them with our podcast creators that are most aligned with their brand values and campaign goals,” she added.

+1: In 2020, YouTube started beta testing 15-second audio ads for music and podcasts. As of this week, the format is now available globally, letting advertisers buy up to 30 seconds of airtime.

Also on the audio advertising front, YouTube announced “Music Mood Lineups,” which enable brands to buy ads in mood-based playlists—like “Chill” or “Fitness & Workout”—in addition to genres for a more contextual approach to targeting.—AM