Agency Clients Seeing Success with Dynamic Lineups and Audio Ads
PHOENIX, AZ, January 19, 2021 /Neptune100/ — Phoenix-based advertising and marketing firm Colling Media helps its clients reach more than 2 billion monthly active YouTube users by being among the first agencies to introduce new and innovative advertising formats on the platform.
Since YouTube began accepting in-video advertising in 2007, it has become a marketing behemoth, generating $15.15 billion in 2019. Because so many consumers visit the site—it’s the most visited website in the U.S.—it’s an essential way for brands to reach potential customers. Now, YouTube offers several new advertising formats, and Colling Media is the front line in testing and offering them to its clients.
Some of Colling Media’s recent and upcoming YouTube offerings include:
Dynamic Lineups: Using Google’s and YouTube’s machine learning, previously broad categories can now be significantly narrowed, helping brands reach targeted viewers in a granular way not yet available. For example, rather than targeting YouTube channels focusing on home and lifestyle, a brand can now pursue more narrow and nuanced video categories such as “home and garden” or “home improvement.”
Audio Ads: Some people listen to YouTube rather than watch it, such as when YouTube is used to play podcasts or music ambiently (in the background). To reach these consumers, YouTube introduces dedicated Audio Ads, unique 15-second audio-only ads that play over a static image. These can be targeted to people by moods or interests, such as fitness or relaxation. Audio Ads can also be directed toward dedicated music formats, such as Latin, country, rap, or hip-hop. Adam Stewart, YouTube’s VP of Sales, says that 15% of consumers use YouTube to listen to music rather than watch a video.
“YouTube continues to innovate new ad formats that help brands reach consumers,” says Brian Colling, CEO of Colling Media. “The more a brand can narrow its target, the more effective it will be in reaching the consumers it wants. With YouTube Dynamic Lineups and its contextual ad targeting system, we can help our clients reach customers that align with their product or service. That helps communicate and reinforce a brand with the customers it most wants to reach. And the new Audio Ads format will be a great way to reach consumers who use YouTube in a similar way to a radio—presenting them with targeted audio ads they can listen to while they do other things.”
Based in Phoenix, AZ, Colling Media is a full-service national digital advertising and marketing agency specializing in advertising branding and strategy, digital and traditional advertising, media buying, paid search, lead generation, content marketing, and SEO. For more information, visit www.collingmedia.com, or follow the company on LinkedIn (https://www.linkedin.com/company/colling-media/), Facebook, (https://www.facebook.com/collingmedia/) and Twitter (https://twitter.com/collingmedia).