![]() “We’re bringing podcast advertising up to par with what marketers expect from digital advertising in general, and we’re working to do that while preserving what’s unique and good and effective about podcast advertising,” said Matt Lieber, Gimlet co-founder and now Spotify’s head of podcast operations. That design pursuit would involve considerable attention around volume level, ad loads, production quality, and so on for listeners not to feel much difference from the podcast advertising experiences they’ve been getting - other than the fact that they’re being served ads (theoretically) more relevant to them. The host-read ad is expected to be the major format, of course, but the team also discussed alternative producer-created advertising experiences that “feel like it comes from the world of the show” (à la the narrative-ish pseudo-docu-style ads you get in some Gimlet shows). In accordance with that, it should be noted that key execution details are still being worked out, like the standards of the ad unit format and how ad creative production ends up being handled at the end of the day. When I raised the question, they emphasized that SAI is currently in a test phase. I imagine the longer-term goal is to open SAI up to everybody, though the company chose to be vague on this point for now. That the technology will initially be limited to the platform’s original and exclusive shows is also unsurprising, since any application to third-party podcasts would probably require Spotify to strike deals with those creators and publishers. In June, the company announced that brands can now target ads to the platform’s free-tier listeners based on podcasts they consume, an expression of how podcasting inventory can be further relevant to its broader advertising infrastructure. You can trace this thread at least as far back to a TechCrunch report from January 2019, which reported that Spotify had been selling ads on its own podcasts since mid-2018 and was then deciding how to approach ad tech. Spotify’s push into podcast ad tech should surprise practically nobody. The blog post noted that the campaign “drove ad recall lift of 18 points.” Puma was among the first to try out the offering, with the global footwear brand running host-read ads into Jemele Hill is Unbothered. “With the launch of SAI, Spotify is the only place where podcasts are getting reach at scale that’s supported by advertising,” said Joel Withrow, senior product manager of podcast monetization at Spotify (and formerly of Megaphone). The company says this is the first time this granularity of listening data is being made available for advertisers (and creators) within the podcast context. Spotify Podcast Ads measure real impressions as they occur, reporting on the age, gender, device type, and listening behavior of the audience reached. In 2016, the IAB unified measurement of “ad delivery” across the industry, but due to the distributed, downloaded nature of podcasting, the new guidelines could not tell advertisers whether listeners actually heard their ads. Spotify Podcast Ads offer the intimacy and quality of traditional podcast ads with the precision and transparency of modern-day digital marketing… ![]() Spotify Podcast Ads are powered by Streaming Ad Insertion (SAI), which leverages streaming to deliver Spotify’s full digital suite of planning, reporting, and measurement capabilities. With a direct connection to millions of podcast listeners, best-in-class content, and a robust monetization platform, Spotify is uniquely positioned to make podcasts addressable for digital advertisers. Here’s how the tech is described in the company blog post: It’s being called Streaming Ad Insertion (SAI) - a conspicuous echo of Dynamic Ad Insertion - and at the outset, the ad technology will only be applied to Spotify’s original programming and shows that are exclusive to the platform. On Wednesday, Spotify announced what’s undoubtedly its next major step in the platform’s on-going advance into podcast territory: the launch of its very own proprietary podcast advertising technology.
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