Spotify wants to offer companies the possibility of switching data-supported and data-controlled podcast advertising in the future. In addition, the advertisers should receive information about the effect achieved by their advertising. The advertising format “Spotify Podcast Ads” and the advertising control tool “Streaming Ad Insertion” (SAI) will be available in Germany in the future.

The According to Spotify’s announcement, it is a problem for advertisers with podcasts that users download them and it is therefore often unclear whether they have heard the advertising audios placed in the episodes. Since Spotify only allows its paid customers to download podcast episodes, the “Streaming Ad Insertion” tool should be able to close this knowledge gap and provide information about the frequency of advertising calls. In this way, the companies would find out more about their target groups and receive data on the effect of their advertising measures.

Support in placing and creating advertising Spotify announces that advertisers will be offered various options for placing their advertising in almost all podcast episodes: immediately before a podcast episode is played, during the episode specified in the podcast Place or after its end. Spotify also helps with the creation of advertising and provides a network of professional speakers – if the podcast host doesn’t even speak the advertising message.

According to Spotify, there is a continuously growing range of podcasts: Of the 320 million Spotify users, 22 percent listen to podcasts on a regular basis. Overall, there is a big trend towards audio streaming.

(tdi)