Spotify has expanded its advertising features by targeting podcast listeners. Advertisers can reach Spotify Free podcast listeners, and in some markets they can also limit their campaigns to certain podcast categories, such as "Comedy", "Lifestyle & Health" and "Commerce and Technology".
[1945900319459002Spotifyinvestsheavilyinpodcasts Earlier this year, Spotify spent a total of $ 400 million on the acquisition of podcast companies Parcast Gimlet and Anchor . In addition to bringing these companies under its wing, the streaming music service has been a reputable repertoire of exclusive series, including a multi-year agreement with the Obamas .
by 53% in 2018 according to the IAB, and with 32% of Americans (ages 12 and over) having listened to a podcast last month, according to Edison Research, marketers and platforms see untapped potential. Spotify is looking to quickly implement to become a leading platform in the industry.
The lack of campaign conversion data has been an obstacle to the growth of podcast advertising. Marketers have attempted to address this problem by using direct response calls to action (eg by giving a unique code or URL to listeners) or by launching awareness campaigns. Scaling targeting has also been limited. Spotify's new features help begin to address these limitations.
About the Author
George Nguyen is Deputy Editor at Third Door Media. His background is in content marketing, journalism and narration.