Spotify announced that they are introducing a new ad format aimed for podcasts that will be introducing call-to-action cards. These cards will be displayed in the Spotify app when the audio begins to play for a podcast. The ads will be created and customized by the advertiser with their own image, text, or call to action that is aimed to direct attention and traffic to their product/service. Due to the nature in which people consume podcasts, usually in the background while they are doing something else like exercising or working, Spotify will present these ads in a few different ways. In addition to having them in the episode, ads will be placed on both the podcast’s show and episode pages. This makes it much more likely for the listener to engage with the ad as the ad will be located all over the podcasts and each user’s Spotify dashboard. Ads will stay up for seven days after the listener has heard them for the first time.

In the future, Spotify wants to expand upon this and make it even more popular for advertisers to use. Advertisers will also be able to access all of the data in real-time so that adjustments can be made based on what they feel is or isn’t working. The app has been experimenting with more interactive content, testing with voice command, interactive polls, and Q&As. The investments they have made show rapid developments in this area and consumers should expect more improvements soon.

This is a big step for advertisers who are looking to be more engaged with one of the more popular forms of media. Spotify is taking steps in the right direction in terms of making its platform more accessible to advertisers and now is providing more data to measure the success of an ad. One of the complaints about podcasts was it was difficult to ensure your ad was being engaged with, but now with this new option that isn’t the case.

Source: https://techcrunch.com/2022/01/06/spotify-introduces-a-new-ad-format-for-podcasts-that-puts-clickable-cards-inside-shows/