Newsletter
YouTube is doubling down on its podcasts venture by expanding the availability of 30-second audio ads. This was revealed during an announcement at Advertising Week New York (via 9To5Google). This means that the company is getting more serious about this form of content.
The fact that YouTube is dipping more into podcasts should come as no surprise. Countless channels upload their podcasts to the platform. Either they post the audio with a graphic in the background, or they record and upload a video podcast.
In any case, YouTube can be a go-to place to get your favorite shows. So, focusing on making the video-sharing platform a better place for podcasts is a no-brainer
YouTube expands its 30-second audio ads
Along with delivering more podcasts, the company also wants to help monetize them. YouTube has been testing 30-second audio-only ads since November 2020. This could mean that the company was planning on boosting its podcast presence even back then.
The 30-second audio ads, as you can imagine, won’t really have any visual aspect to them. You can expect them to be similar to the ads we see on YouTube music. They may have a simple graphic in the background with an action button bringing you to the product page.
YouTube announced that it’s going to expand the availability of these ads to more markets. Right now, we’re not sure exactly when we’ll see these new audio ads.
You can access podcasts on YouTube already
A few months ago, YouTube added a podcast section to the platform. In this section, you’ll see suggestions and recommendations for popular podcasts trending. Along with that, you will also see podcasts curated for you based on your tastes.
It’s pretty buried in the platform if you’re using the desktop version. On mobile, you should simply see a Podcast chip up top. If you’re using desktop, you will have to go to the Explorer Tab and click on the Podcasts button.
It’s a great option if you want to discover more podcasts on YouTube. As time goes on, we can bet that the company will add more features to make it a better platform for podcasts.