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Moving forward, there will be the ability to include local offers with real-time inventory availability. Other developments today include product feeds in Discovery ads (which also span Gmail’s Promotions and Social tabs, as well as Google Discover) that appear on YouTube. Podcast targeting that lets brands and agencies focus on audio program listeners is now also globally available. For their new global availability (purchasable from Google Ads and Display & Video 360), audio ads are said to “reach people on audio surfaces and in listening-first states.”

The Google video platform starts by citing research (Edison Podcast Consumer Tracking Report, US, Q1 2022) that says it is the “second most popular destination for listening to podcasts.” YouTube introduced audio ads in beta in November of 2020 with an equal music focus. Most notably, YouTube continues its embrace of podcasts with 30-second audio ads. At Advertising Week New York, YouTube made a series of announcements on new marketing tools available on the platform.