Spotify podcasts debut dynamic ads and better metrics
Posted: Sat Dec 07, 2024 8:30 am
In 2019, Spotify stepped up its game in the podcast space with several acquisitions of podcasting specialists such as Anchor and Gimlet Media.
Now, the music streaming company has announced a new offensive to dominate the podcast market: Streaming Ad Insertion , a technology that allows dynamic ads to be added to episodes and consequently offer better and more accurate metrics to advertisers.
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Spotify podcasts dynamic ads and better metrics
How do ads work on podcasts?
Since its inception, podcasts have been an open format, based on audio files embedded in a periodically updated RSS feed . Podcast players such as Apple's iTunes downloaded the audio files from each feed to which we were subscribed so that we could listen to them offline, in the car, on the street, at home, etc.
In recent years, the popularisation of podcasting has attracted the attention of other major streaming companies, such as Spotify and the mainly North American iHeart Media. Spotify in particular has 248 million monthly active users, the highest figure of all audio streaming services. It is a very interesting market for all independent podcast creators, for media groups that produce their own programmes, and also for advertisers who want to appear on them.
Until now, advertising in podcasts could appear in two different ways. On the one hand, there is the traditional capsule or advertising wedge that can even be read by the presenter at a certain point in the podcast. These are managed directly with the podcaster or salesperson of the podcast and are within the sound file, so that a player does not distinguish it from the content. To make a parallel, it is as if on a website we upload an advertisement as an image and place it in an article. All users who read the article will see the image, and there will be no distinction between that type of image and another illustrative image.
Now, the music streaming company has announced a new offensive to dominate the podcast market: Streaming Ad Insertion , a technology that allows dynamic ads to be added to episodes and consequently offer better and more accurate metrics to advertisers.
Do you want to know the 128 qatar email address marketing trends and predictions that will change the landscape of our sector in 2024 ? Click here and download the free ebook we have prepared for you with all the information.
Spotify podcasts dynamic ads and better metrics
How do ads work on podcasts?
Since its inception, podcasts have been an open format, based on audio files embedded in a periodically updated RSS feed . Podcast players such as Apple's iTunes downloaded the audio files from each feed to which we were subscribed so that we could listen to them offline, in the car, on the street, at home, etc.
In recent years, the popularisation of podcasting has attracted the attention of other major streaming companies, such as Spotify and the mainly North American iHeart Media. Spotify in particular has 248 million monthly active users, the highest figure of all audio streaming services. It is a very interesting market for all independent podcast creators, for media groups that produce their own programmes, and also for advertisers who want to appear on them.
Until now, advertising in podcasts could appear in two different ways. On the one hand, there is the traditional capsule or advertising wedge that can even be read by the presenter at a certain point in the podcast. These are managed directly with the podcaster or salesperson of the podcast and are within the sound file, so that a player does not distinguish it from the content. To make a parallel, it is as if on a website we upload an advertisement as an image and place it in an article. All users who read the article will see the image, and there will be no distinction between that type of image and another illustrative image.