Spotify: This Thursday (2) Spotify announced its newest tool: Spotify Podcast advertising. With the growing consumption of podcasts in Brazil, the streaming platform has invested in a new source of income and has also relied on technology to provide more accurate feedback on how users are responding to advertisements.
Global podcast consumption increased 95% from 2020 to 2021. Not until the second quarter of this year Spotify a consumption of more than 30% registered with the users. Because of these results, the platform opened up a new way for advertisers to reach this engaged audience as traditional advertisements are familiar with the accuracy and transparency of modern digital marketing.
Spotify Podcast Ads has Straming Ad Insertion (SAI) technology, which delivers and reports confirmed impressions, reach and frequency – where previously only downloads were considered.
In addition, other personal information about listeners is of great value to digital marketers, including age, gender, device used, and listener behavior. Advertisers can buy Spotify Podcast advertising in Spotifys original and exclusive podcasts that allow ads to appear at the beginning, in the middle or at the end of episodes.
The first company to be invested in Spotifys The new solution is Chevrolet in a project led by Isobar – a large marketing company. According to Hermann Mahnke, Executive Director of Marketing at GM South America, the company is digitizing the way it interacts and communicates with consumers. Spotify brought whole new data to podcast advertising.
For Jon Hales, interim sales manager for Spotify In Latin America, the goal is to take podcast advertising to the next level, offering brands exclusive information about their audiences and creative solutions that can really grab consumer attention.