These audio ads are characterized by creatives where the audio soundtrack will deliver the brand message Google's video-streaming platform has launched an audio ad format to tap into its growing podcast and music-listening audience. "To help you tailor your media and creative approach to the different ways consumers are engaging with YouTube, we're introducing audio ads, our first ad format designed to connect your brand with audiences in engaged and ambient listening on YouTube. Audio ads, currently in beta, help you efficiently expand the reach and grow brand awareness with audio-based creative and the same measurement, audience and brand safety features as your video campaigns," read YouTube's official statement on the development. The new format of serving ads is based on the insight that more than 50% of logged-in viewers who listen to music consume more than 10 minutes of music content.