SiriusXM has officially sealed an audio advertising partnership with Google, making SiriusXM Media the exclusive advertising representative of YouTube’s audio advertising inventory in the U. S. With this strategic partnership, the YouTube creator ecosystem is connected to North America’s largest audio advertising platform, thus providing marketers with unmatched access to guaranteed impressions at a large scale.
Complementing Audio-First Experiences
Through the addition of YouTube’s audio-oriented ad inventory to the SiriusXM Media’s lineup of advertising channels which include SiriusXM, Pandora, and wide-ranging streaming and podcast networks advertisers get at their disposal the advanced targeting and measurement capabilities, within a single, unified ecosystem. The transaction offers brands an opportunity to place guaranteed audio impressions on YouTube for the first time, while at the same time making available a smooth buying experience supported by AdsWizz Inc. ‘s top-notch ad technology in the industry.
“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,” said Scott Walker, SiriusXM’s Chief Advertising Revenue Officer. “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.”
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Catching those High-Intent Listeners
With the rising trend of audio-based media like music, podcasts, and creator-driven, radio-style programs, YouTube is one of the major platforms that host these types of engaging content. According to an analysis done by SiriusXM Media and Edison Research, more than 212 million people in the US consume audio-based media via YouTube, typically through devices like smart speakers and home entertainment devices.
“YouTube has become a primary destination for audio-first content, where fans engage with their favorite podcasts, music, and creators,” said Romana Pawar, Senior Director of Product, YouTube Ads. “By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments.”
Scaling Impact for Brands
Starting this fall, marketers can take advantage of a new audio-first activation strategy, which will provide access to YouTube’s new-age audience and expand into the existing ad-supported inventory of SiriusXM Media.
With the above mentioned innovation, SiriusXM Media can now offer its advertisers access to its huge network covering more than 255 million listeners on a monthly basis, which makes up over 90% of the total population in America aged 13 and above. SiriusXM is making efforts towards creating an ecosystem that is transparent for partners and brand advertisers.
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