Spotify starts serving interactive ads to podcast listeners
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After investing big in podcasts, Spotify is trying to recoup some of that investment through ads. Starting this week, Spotify users listening to podcasts will be getting interactive ads that the streaming service refers to as CTA cards.
These CTA cards are “the latest step in Spotify’s vision for the future of audio as an interactive, multi-way experience.” They will appear in the Spotify app when a podcast ad begins playing and will reappear later on while the user explores the Spotify app.
According to Spotify, its CTA cards are supposed to make it easier for users to directly discover the products and services they’re interested in “without having a hard-to-remember promo code or vanity URL.”
After running some tests, Spotify claims that advertisers with clickable ads have shown twice as many site visits compared to non-clickable podcast ads. CTA cards will be available across select Spotify Original & Exclusive podcasts in the United States.
Questions & Answers
Q.What is the purpose of these new interactive ads?
What is the purpose of these new interactive ads?
Spotify states the CTA cards aim to help users directly discover products and services without needing to remember promo codes or URLs. They are designed to make the audio experience more interactive and multi-way for listeners.
Q.Where will these interactive ads be shown?
Where will these interactive ads be shown?
The interactive ads, or CTA cards, will appear within the Spotify app when a podcast ad starts playing. They will also reappear later as the user explores the Spotify app after the initial ad.
Q.Has Spotify tested these interactive ads, and what were the results?
Has Spotify tested these interactive ads, and what were the results?
Yes, Spotify ran tests on these ads. They claim that advertisers using clickable ads saw twice as many site visits compared to those using non-clickable podcast ads, indicating improved engagement.
Q.Which podcasts and regions will feature these new interactive ads?
Which podcasts and regions will feature these new interactive ads?
These CTA cards will be available on select Spotify Original & Exclusive podcasts. Initially, the interactive ad feature is being rolled out specifically within the United States market.
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