Leading entertainment company SiriusXM recently announced a new audio advertising partnership with Google that connects YouTube to one of the largest audio advertising platforms in North America.
The agreement makes SiriusXM Media, the advertising group representing SiriusXM, Pandora, and expansive Streaming and Podcast Networks, the exclusive advertising representative of YouTube audio advertising inventory in the United States. This will provide advertisers access to guaranteed impressions at scale for the first time, backed by similar sophisticated targeting and measurement as YouTube’s ecosystem.
“Audio is one of the most powerful mediums for listeners, creators, and advertisers alike, and at SiriusXM Media, we’re proud to be at the forefront helping brands harness that impact at scale. By partnering with YouTube, a true leader in ad-supported content consumption, we’re uniting our unique skillset with their audience, creating an unparalleled opportunity for marketers and creators to grow their businesses,” said Scott Walker, SiriusXM’s Chief Advertising Revenue Officer.
“YouTube has become a primary destination for audio-first content, where fans engage with their favourite podcasts, music, and creators. By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments,” said Romana Pawar, Senior Director of Product, YouTube Ads.
YouTube audio ads reach listeners wherever they are across audio-first content and behaviours: immersed in podcasts, talk shows, and music. By meeting users in environments primed for listening and engagement, such as when YouTube content is playing on smart speakers, brands can tap into high-intent listening experiences across YouTube’s vast creator ecosystem.
According to a study from SiriusXM Media and Edison Research, there are more than 212 million monthly listeners in the United States, engaging in audio-first content or environments on YouTube.
Starting this fall, advertisers will be able to buy guaranteed audio ad impressions against YouTube’s high-value audiences at scale for the first time directly through SiriusXM Media, paired with an audio-first activation approach to extend reach and impact.