Spotify Is Launching An Audience Network For Audio Ads

Spotify is launching the Spotify Audience Network, an audio ad marketplace that includes ad-supported music and both Spotify and third-party podcasts.

Podcast monetization is high of thoughts at Spotify.

On Monday, the audio streaming platform launched the Spotify Viewers Community, an audio promoting market the place advertisers can attain listeners throughout ad-supported music, Spotify’s personal authentic and unique licensed podcasts and podcasts hosted on Spotify-owned Megaphone and Anchor.

Megaphone is the podcast monetization and publishing platform Spotify acquired in November of final 12 months for $235 million. It really works with greater than 20,000 podcast publishers, together with Slate, Vox Media, ESPN and How Stuff Works. And Anchor is the podcast creation, distribution and sponsorship platform Spotify acquired in February 2019.

The viewers community “will give advertisers the power to succeed in and goal audiences at scale each on and off Spotify,” mentioned Daybreak Ostroff, Spotify’s chief content material and promoting enterprise officer.

Podcast creators and advertisers want extra instruments to draw advert {dollars} to podcasts.

Though US shoppers spend roughly the identical period of time listening to audio content material as they do watching digital video – greater than 9 hours per week – “we haven’t seen the identical progress in digital audio promoting,” Ostroff mentioned.

Radio and satellite tv for pc alone is a $30 billion promoting market, although “they don’t have a fraction of the indicators” obtainable by digital audio advertisements, she mentioned.

The truth that podcast consumption has traditionally been counted based mostly on downloads reasonably than streams, hasn’t helped. Advertisers have been “flying blind” with out a clear concept of whether or not – or what number of instances – their advertisements have been heard, Ostroff mentioned.

In early 2020 at CES, Spotify launched streaming advert insertion (SAI) expertise to allow real-time concentrating on and extra granular viewers measurement for its authentic and unique podcasts.

Coming quickly, Spotify will scale that functionality to podcasts that monetize by Megaphone and to creators on Anchor.

SAI provides third-party publishers the power to faucet into dynamic advert insertion for the primary time, mentioned Ostroff, who famous that since its launch SAI has turn out to be one in all Spotify’s most-used promoting instruments.

And retaining with the podcast monetization theme, Spotify additionally introduced that it’s increasing entry to Spotify Advert Studio, its self-serve advert platform for audio and video advertisements, to incorporate podcasts. As with its different monetization instruments, Spotify will begin with authentic and unique podcasts and add third-party podcast content material down the road.

Beta testing for podcast advert shopping for by Spotify Advert Studio is now stay within the US.

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