""For the first time, we're able to aggregate all of this audio inventory and better monetize that audio listening behavior on YouTube across every podcast that is actively being listened to, and that should flow through to the creators directly and be a net benefit," said Scott Walker, chief advertising revenue officer at SiriusXM."
""The deal's commercial logic rests on one assumption that audio and video budgets don't compete. Most advertisers allocate separately for each - video gets one pot, audio gets another, and the two rarely cannibalize each other.""
""SiriusXM's argument is that this deal helps close that gap without forcing a trade-off, and that the conditions for doing so are better now than they've ever been.""
YouTube has partnered with SiriusXM Media to monetize its audio-first inventory in the U.S. This includes background music, podcasts, and talk content. The partnership arose from YouTube's data indicating significant audio listening behavior. SiriusXM will manage the sale of YouTube's audio inventory, ensuring guaranteed impressions for advertisers. The deal aims to address the disparity between audio's media time share and its ad spend, which is currently around 30% and 4%, respectively. The partnership is expected to benefit creators directly and improve audio monetization.
Read at Digiday
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