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Unlocking the Mystery Of Spotify Podcast Ads

By Tom Seest

Do Podcasts Have Ads on Spotify?

At PodcastBig, we help new podcasters develop strategies to create content, traffic, and revenue from podcasts based on our experiences and experimentation.

Joe Rogan Experience, Funny Cuz It’s True with Elise Myers, and other popular podcasts have experienced a surge in listenership over recent years – yet many listeners may not realize they’re also hearing ads.
Spotify has begun rolling out tech-driven ad innovations for marketers, such as dynamic ad placements that adjust automatically according to each listener’s location, device, and age.

Do Podcasts Have Ads on Spotify?

Do Podcasts Have Ads on Spotify?

What Makes Streaming Ad Insertion (SAI) so Effective?

Spotify, the music streaming giant, has introduced a revolutionary method for serving podcast ads – and Premium subscribers will not have any say in it. Their new Streaming Ad Insertion (SAI) technology enables advertisers to create and serve targeted podcast ads at scale while receiving detailed analytics such as recall and action-taking data.
SAI works by replacing an original audio file with one recorded specifically for each listener, then seamlessly inserting an ad. This method is much quicker and cost-effective than its counterpart: pausing the show for the host to read written ads out loud. SAI is currently being utilized by some Spotify-exclusive podcasts; however, this could expand further to all podcasts in the future.
Spotify’s podcast ad technology will allow advertisers to target the right audience using demographic, geographic location, and device type data. This is the first step towards programmatic podcast advertising, which would enable companies to create one ad and reuse it across multiple shows or episodes.
Podcast ads can be an extremely effective tool for businesses, helping to spread awareness of their products to millions. Furthermore, podcast ads provide businesses with an avenue to build relationships with customers and raise brand recognition. However, advertising campaigns may be costly or fail altogether – the key to successful ad campaigns lies in understanding your audience and meeting its demands effectively.
Spotify introduced an exciting innovation for podcasting in January 2022: Call-To-Action Cards. This feature allows listeners to click directly through to advertisers’ websites from ads – something both producers and advertisers will find transformative; Call-To-Action Cards increase efficiency while making podcast ads more cost effective for brands.
The CTA card feature may be beneficial to Spotify, but may be less than welcomed by podcast audiences. Listener data is considered highly sensitive; listeners may feel uneasy at having their personal consumption habits sold to advertisers through this new feature – though creators must opt-in before offering this option to listeners.

What Makes Streaming Ad Insertion (SAI) so Effective?

What Makes Streaming Ad Insertion (SAI) so Effective?

Are Ads in Spotify Podcasts Worth Your Time?

Spotify’s new ad technology enables it to deliver ads tailored specifically to each listener, targeting them based on country, location, postal codes, age groupings, gender identity preferences, interests, context, and genre of music. Listeners can choose when to display an ad and for how long. Companies with budgets over $25K per month can work directly with Spotify to gain access to third-party targeting data as well as formats, including Sponsored Sessions, Podcast Streaming Ad Insertion, and Video Takeover ads.
Spotify is expanding its ad-supported model by including podcast ads both during an episode and on show and episode pages, giving advertisers greater chances to be seen post-podcast than with traditional advertising methods.
Dynamic Ad Insertion will create personalized audio ads in real-time that are tailored specifically for each listener, eliminating prerecorded podcast ads which linger forever without giving advertisers enough control of what you hear. Dynamic ads adapt based on listening behavior based on where and what device is being used so you’ll hear different versions depending on where and when it was played back.
Though these new ads may make Spotify users uncomfortable, they’re a step in the right direction. Spotify had relied heavily on people not listening to podcasts in their entirety in order to monetize them, but this no longer works, and it must find better ways of monetizing its podcast offerings.
Spotify recently unveiled a visual ad format called Call-to-Action Cards that appears when an audio ad plays and contains clickable buttons that allow listeners to discover more about advertisers or take actions such as downloading coupons or making purchases. These cards will be accessible for both free and Premium Spotify users alike; further expansion plans include music videos.

Are Ads in Spotify Podcasts Worth Your Time?

Are Ads in Spotify Podcasts Worth Your Time?

How Can You Listen Ad-Free on Spotify?

If you are a Spotify subscriber, it may have come to your attention that some podcasts feature ads. These may include third-party advertising, host read endorsements or sponsorship messages – often non-skippable as they may play over music you are listening to – that are placed by podcast creators themselves in addition to those provided by Spotify – this allows them to generate additional income with their podcasts!
Spotify podcast ads are highly tailored to each listener based on demographics and can also be targeted based on content you are listening to, the app being used, your location or device type. Unfortunately, even as a Premium member it’s not possible to completely eliminate these podcast ads as the advertising revenue helps subsidise costs of operating the streaming service.
Advertisers appreciate the intimacy and trustworthiness of podcasts; in fact, 41% of listeners say they’re more likely to take action after hearing an ad on Spotify. Unfortunately, marketers have struggled to accurately measure podcast ads due to outdated technology; but in 2020 Spotify introduced Streaming Ad Insertion which allows podcasts to insert dynamic ads at exactly when audiences are most engaged with content.
Ad tech also gives advertisers more insights into the reach of their podcasts, which may provide more granular data than traditional digital marketing metrics like impressions. Podcast impressions are currently measured through download counts similar to print ads; with real-time audience data provided by ad tech, they will have greater opportunities to optimize their podcast ad strategy and maximize returns on advertising spending.
Spotify is testing out clickable call-to-action cards when an episode is paused or replayed in an effort to maximize the effectiveness of podcast ads. In recent tests, these cards doubled website visits for three brands- Ulta Beauty, Athletic Greens, and Squarespace – in an independent test conducted. Furthermore, the voice recognition feature “Hey Spotify” could soon launch more real-time ads; whether these features become popular among Spotify users remains to be seen; nonetheless, it’s clear that the music streaming giant is making significant strides into spoken word advertising!

How Can You Listen Ad-Free on Spotify?

How Can You Listen Ad-Free on Spotify?

Do Call-To-Action Cards Increase Engagement?

Podcasts offer listeners a wonderful way to learn something new or catch up on an old show while at the same time providing advertisers with an effective means of advertising their products and services. However, due to the audio-only format, it hasn’t always been easy for brands to maximize their ads’ effectiveness; now, Spotify has introduced call-to-action cards for podcast ads, which enable listeners to click directly through to brand websites through clickable ads.
The company is unveiling the feature as part of its Streaming Ad Insertion technology, enabling podcasts to target different listeners based on device, location, age, or other factors. Furthermore, advertisers can use one creative across multiple episodes within one series or season of a podcast series or season. At present, this feature is only available for podcasts hosted on Spotify, though plans to extend it to other platforms will likely follow soon enough.
Dawn Ostroff, Spotify’s Head of Advertising, made this announcement: the company’s CTA cards are designed to transform audio-only ads into interactive experiences that are both visible and clickable. When an ad pauses briefly for any reason, these cards automatically update with details about current promotions from advertisers and automatically change to reflect any alterations needed based on promotional campaigns of advertisers. Early tests were conducted using clickable ads and doubled site visits over traditional read ad formats like promo codes or URLs.
While these tools have immense potential, some podcasters have expressed privacy concerns regarding the amount of data Spotify collects. These podcasters note that many personal or intimate podcasts could potentially use Spotify data collection to spy on a user. Ostroff noted that Spotify takes listener privacy very seriously and adheres to European regulations and guidelines on data protection; users may opt out of targeted ad targeting at any time; additionally, subscribers only track ads when streaming podcasts versus downloading them onto devices, meaning subscribers can listen without distraction from ads while driving or doing chores around the house without ads invading or tracking ads from ads or tracking devices tracking what devices subscribers may be listening while streaming rather than downloading podcasts directly onto devices allowing subscribers listening in a while using an ad blocker plugin on mobiles or smartphones while listening while doing chores around the house or while doing chores around the house without advertisements distracting them!

Do Call-To-Action Cards Increase Engagement?

Do Call-To-Action Cards Increase Engagement?

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