Is there more money to be squeezed out of the ad-supported music market? Google hopes so. But for once, we’re not talking about YouTube in this context.

Google’s advertising business is also putting some more effort into ad-supported music, with the launch of some audio-focused tools in its Google Ad Manager service, and an audio section of its Display & Video 360 ad-buying platform.

“Advertisers can buy ads from Spotify, Pandora, AdsWizz, iHeartMedia, and Triton Digital, and Google plans to add brand lift, which tracks metrics like brand perception, awareness and purchase intent, for audio ads later this year, similar to what it does for YouTube campaigns,” reported Business Insider.

Google has also launched a new ‘Audio Mixer’ tool to make it easier for companies to create audio ads that run across the various streaming services.

All those companies have their own tools and initiatives to attract more audio advertising, but Google getting more involved should give the market a boost too – good news, given the Covid-19 advertising slump.

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Stuart Dredge

Music Ally's Head of Insight

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