YouTube: the biggest video sharing platform is now presenting audio ads to connect brands with users in an engaged and ambient listening on YouTube. Audio ads with audio-based creative and the same measurement, audience, and brand safety features as video ads will help expand reach and grow brand awareness.

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.