YouTube to run ads on some creator videos but won't pay them

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YouTube

Basically, if you create videos and upload them to YouTube, then ads can now run on them whether you like it or not. These lineups can be focused on a genre, such as Latin music or K-pop, or on an interest like fitness. Instead, music fans have had to turn to virtual shows: Radiohead released old concert tapings on YouTube while others, including Miley Cyrus and Phoebe Bridgers, streamed live benefits shows to support independent venues. The video platform's channels are greatly relying on ads to earn money for their works.

YouTube has launched audio ads to help brands connect with their audience while they are listening to music on the platform. It also puts YouTube more squarely in competition with Spotify, which is expanding its podcast presence. Since February, YouTube said it has paid $12 billion to the music industry from ads and subscriptions, up from over $3 billion in 2019. But, gradually, as more people actually read the link to the update, criticism of the policy changes started to roll in. "Subscription revenue is important, and now [music companies] understand the advertising opportunity", Cohen says.

More than 60% of music consumption on YouTube happens on mobile devices. Around 85% of music consumption is done in the foreground, with the user actively watching the video.

These new audio ads won't be audio-only.

The audio ads are available in beta via auction on Google Ads and Display & Video 360 on a CPM basis with the same audience targeting options, bidding strategies and Brand Lift measurement capabilities as YouTube video campaigns.

Viewers craving a photon fix won't be left in the dark; while audio ads prioritise the acoustic experience, a cursory image or animation will still be employed. It includes a clickable area if the user is paying attention and wants to explore the advertisement.

Audio-only ads are the prime product that may play when a user isn't actively engaging with their YouTube device - it'll most likely be a smart display, Google TV, or Cast-able display.

In an update to the its Terms of Service, YouTube announced its decision to rollout out advertising across more "brand safe" videos. According to Nikolic, voice ad campaigns tested on YouTube have increased brand awareness by a whopping 75 percent.

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