In addition to audio ads, YouTube is also launching a dynamic music lineup, dedicated groups of music-focused channels across popular genres to reach music fans globally.

In a blog, YouTube said that in its Alpha testing, more than 75 percent of measured audio ad campaigns on YouTube drove a significant lift in brand awareness. Shutterfly, one of its audio ad testers, drive a 14 percent lift in ad recall and 2 percent lift in favorability among their target audience.

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 your YouTube video campaigns. With this new YouTube feature, a brand can reach more people, consuming content they love, with the ad format that’s best suited for them.