YouTube is now entering uncharted territories, with the company’s first ad format without a video component, aiming to reach music and podcast listeners.

Google, on its Ads & Commerce Blog, says users are consuming more audio centric-content, and creators need to tailor their media and creative approaches to the different ways consumers are engaging with YouTube.

“We’re introducing audio ads,” the company announced, “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 reach and grow brand awareness with audio-based creative and the same measurement, audience and brand safety features as your video campaigns.”

Audio ads are characterized by creatives where the audio soundtrack plays the starring role in delivering your message. The visual component is typically a still image or simple animation.

Melissa Hsieh Nikolic, Group Product Manager, YouTube Ads

In alpha testing over a few months, Google found that more than 75% of measured audio ad campaigns on YouTube drove a significant lift in brand awareness.

One of the early testers, Shutterfly, used audio ads to influence purchase consideration among interested shoppers, driving above benchmark lifts of 14% in ad recall and 2% in favorability among their target audience.

Using both video and audio ads together, you can reach more people, consuming content they love, with the ad format that’s best suited for their unique YouTube experience.

Melissa Hsieh Nikolic, Group Product Manager, YouTube Ads