In 2020, the platform acquired ad tech company Megaphone for $235 million, where Withrow was formerly director of product. Indeed, Spotify has been on an acquisition tear. That growth also has to do with some key acquisitions and investments in ad tech and podcast creators over the years, according to Withrow. In Spotify’s Q2 earnings, the company’s ad revenue had ballooned to $360 million, representing 31 percent year-over-year growth. “CTA cards are an attempt to take advantage of the latent intent on the part of the consumer who heard this ad and wants to do something about it, and we’re trying to create a pathway for them to do so.” He adds that the introduction of this new format also speaks to Spotify’s desire to measure outcomes after a user returns to the Spotify app, as they can be used to retarget listeners.Īdvertisers have been all ears. “Podcast ads have driven outcomes for advertisers for years, so how do we do a better job at understanding that behavior?” says Withrow. CTA cards appear as an actionable display on an ad, allowing listeners to tap out of their streaming podcast experience to immediately visit the respective advertiser’s website.
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More recently in January 2022, Spotify shared its latest ad innovation: call-to-action (CTA) cards. “It happens to be an emerging technology and a different streaming ad experience than what’s used in the broader ecosystem on Apple or Overcast, for instance.” “What we’re trying to do is really try to connect as many publishers and advertisers and creators with what we see as a more measurable and insightful ad format,” says Withrow. These ad spots grant advertisers the same kind of insights they are able to generate from other digital ads, such as real-time impressions, unique reach, frequency of listening, and other audience insights via first-party data, such as how many listeners choose to skip ads.
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SAI ads let listeners see what a brand is advertising directly on the app as the ad is playing and how long an ad would play. Advertisers could only see geographic location, device, and operating system.Ģ020 brought the launch of streaming ad insertion (SAI), which Spotify first leaned on for its owned and exclusive podcasts. However, DAI ads were still limited to downloaded episodes, there were no visuals involved, and listeners couldn’t take any immediate action on an ad.
#How to rate spotify podcasts series#
These allowed advertisers to target different users and scale ads across several podcast series or episodes. Spotify's first move away from the standard “baked-in” host spots came in 2013 with the introduction of dynamic ad insertion (DAI). Spotify has really disrupted some of the fundamentals of what’s possible in podcast advertising and is providing on par digital measurement.” “There are now more complex revenue mixes for publishers. “The industry has matured,” Withrow tells The Current. That’s according to Joel Withrow, group product manager at Spotify, who has helped spearhead several of Spotify’s podcast offerings. And listeners have no shortage of options: as of Q2, Spotify has 4.4 million podcasts available for listeners.Īnd at the rate technology is advancing, it’s only getting easier to pinpoint and retarget listeners with the same cadence and measurement capabilities digital marketers are accustomed to in other online channels. listeners to spend an average time of 45 minutes a day listening to podcasts, according to the Pew Research Center. Podcasts like The Joe Rogan Experience, Funny Cuz It’s True with Elise Myers, and yes, more true crime podcasts like Morbid, have driven U.S.
#How to rate spotify podcasts serial#
Since its launch in 2008, the platform has grown to 433 million monthly active users - 256 million of whom are served ads - across 183 markets.Įver since true crime podcast Serial became an overnight sensation in 2014, podcasts have emerged as a popular source of entertainment, education, and insight. The music streaming giant has been revolutionizing podcast advertising with new tech-driven ad innovations for marketers, such as dynamic insertion ads, streaming insertion ads, and call-to-action (CTA) cards. Swedish company Spotify has been at the forefront of this change.
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But today, there’s a growing slate of ad formats and payment options to reach some of the most tuned-in consumers in the market. Advertisers had no other choice than to pay a flat rate for a “baked-in” callout per episode. It wasn’t that long ago when the extent of advertising on podcasts was the host having to pause their programming to read an ad to listeners.