Are you trying to qualify for the Google Ads Video Advertising Certification Assessment?

Chances are you need to know which percentage of Youtube ads are audible - the correct answer is 95%.

But if you want to go even deeper and expand your knowledge outside of the Google ads video certification, keep reading to learn more. You can also check out our guide to YouTube masthead ads for additional tips.

The Importance of Audio In Advertising

While classic visual-only ads have been a constant internet presence since the beginning, audio advertising has been on the rise in recent years.

Thanks to the growing popularity of video based content like TikTok and YouTube Shorts, advertisers are taking advantage of the surge in interest surrounding audio-visual ads.

Not only are audio ads more engaging than silent ads, they're also more memorable - and accessible.

Catchy songs and unique catchphrases ensure that viewers think about the ad content even after its time has run out, sticking in the back of their mind for days or even weeks. Audio ads on YouTube are the internet equivalent to classic TV commercials, complete with fun animations and jingles.

Furthermore, ads with audio can reach a wider audience, including the visually impaired.

By integrating music, voiceovers, and sound effects, advertisers can craft memorable commercials and lift brand awareness to a diverse audience in the process.

How Many YouTube Ad Types Use Audible Components?

As you know, 95% of YouTube ads are audible - but which ad types include audio components?

First, let's define what audio components are. They include:

• Voiceovers

• Music

• Sound effects

• And a combination of all of the above

Both skippable and non-skippable in-stream ads include audio components, while display and bumper ads don't.

Skippable ads are more likely to emphasize audio content as a way to engage users quickly before the 5 second skip timeframe runs out.

Why Are So Many Ads Still Silent?

If audio is such a great way to build brand awareness and increase engagement, why are so many ads still silent on YouTube?

Simply put, silent ads can be used as a strategic way to capture user awareness. Brands often use this in creative ways, building suspense through low audio for a dramatic reveal or for a more minimal approach.

Tips For Brands & Creators

If you're looking to create audible ads for your brand or website, there are a few key considerations to keep in mind.

Understanding Your Audience

First, as with any other advertising campaign, understanding your target audience is hugely important. Younger audiences might prefer upbeat contemporary music and more experimental audio styles while older audiences might appreciate the classics.

The location of your audience also plays a large role, especially when it comes to your music choices. Selecting regional favorites can be a great way to make a quick impact.

Striking A Balance With Audio

Knowing when to use different volume levels within your audible ads can help to decrease skip frequency and increase your click-through rate.

Consider experimenting with low volume, high volume, and silent ads. Test out each combination before running your ad for best results.

And above all, be sure to use high quality audio. The impact of your ad depends on what users can hear. Grainy, low quality audio will only serve to annoy users and can result in a higher skip rate.

Similarly, unusual or annoying audio - like high pitched sounds - will do nothing to encourage users to stick around. Don't sacrifice quality for novelty!