Globally podcast listeners doubled last year and in the UK one in four adults reported listening to podcasts on a weekly basis, which is why Spotify is creating a new way for advertisers reach the valuable and engaged audiences that podcasts bring.
Spotify Podcast Ads offer the intimacy of traditional podcast ads, with the precision and transparency of modern-day digital marketing.
Powered by proprietary Streaming Ad Insertion (SAI) technology, which Spotify announced in 2020, Spotify Podcast Ads deliver and report on confirmed ad impressions rather than downloads, as well as reach and frequency, and with this new level of digital insight, advertisers are equipped to make even more data-driven decisions for their podcast campaigns.
Advertisers can purchase Spotify Podcast Ads on a title-by-title basis – running their creative across preroll, midroll, or postroll ad placements within the show’s episodes. Select hosts across these shows, as well as a network of professional voice talent, can also team up with advertisers to help bring their podcast creative to life on Spotify.
BT Sport was the first advertiser to take advantage of the new offering in the UK, launching adverts across the Joe Rogan Experience from Monday, 18th January.
Rak Patel, Regional Head of Sales UK and Pan-EMEA at Spotify commented on the launch: “The popularity of podcasts is rising exponentially in the UK and as a relatively untapped medium for advertisers they offer so much potential for brands to reach diverse audiences in new and engaging ways.
“Unlike some digital media channels, podcasts are intimate, they are trusted, they reach people in a very direct and personal way. With Spotify Podcast Ads we aim to take podcast advertising to the next level, offering brands unique insights into their audiences and creative solutions that can truly capture consumer attention. We’re really excited about what’s to come.”
