Spotify Brings Interactive Ads To Podcasts With 'Call-To-Action Cards'
Source: Spotify
In 2019, Spotify announced its intent to expand its podcasting capabilities. The streaming service has since invested in enhancing the podcast experience for users through video podcasts, Q&As, polls, and more.
Now, Spotify is adding Call-to-Action Cards. Powered by its streaming and insertion technology, CTA Cards are a new kind of ad format. They appear in the app when podcast ads begin to play and later when users are browsing the app.
CTA Cards feature eye-catching visuals, customizable text, and clickable buttons. When the listener clicks the button, they are directed to a relevant campaign landing page such as a product page.
Source: Spotify
Advertisements are a common practice for podcasts, typically in the form of 15-30 second ads read by hosts. Because people are typically multi-tasking while they listen to podcasts, the impact of these ads may be lost as listeners easily forget the URL or promo code that the host shared.
Now that there is a clickable call-to-action, listeners can take action in-app. That action can be taken immediately while they listen or later while they browse.
The format has already proven to be effective with tests driving twice as many site visits as non-clickable podcast ads.
With the launch of CTA Cards, Spotify podcasts are now more interactive, as listeners will have the opportunity to easily take action on advertisements that catch their interest.
It also offers more efficient measurement for podcast advertising by tracking campaign-level impressions and insights, which will help advertisers understand the impact of their campaigns.
The ad format is currently only available to Spotify Original andExclusive podcasts. When it becomes more widely available, it can help accelerate the adoption of podcasts as an influencer marketing channel, since creators will be able to better prove the ROI for brand sponsorships.
The podcasting advertising business is on pace to exceed an estimated $2 billion by 2023.
