Spotify has launched a new ad format for podcasters called “Call-to-Action Cards” — or CTA cards. When the audio ad begins to play, the functionality, which is powered by Spotify’s streaming ad insertion technology, will show a visual ad in the Spotify app.
Advertisers may personalize the cards by adding their own photos, text, and other clickable buttons that drive listeners to “shop now” or take the appropriate action the advertiser wants.
Although adverts might capture users’ attention while streaming, Spotify understands that listening to podcasts is typically a background activity, with the app running in the side while the user is doing something else, such as everyday domestic activities.
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As a result, the redesigned CTA cards are now visible on both the show and episode pages of the podcast on Spotify. The company claims that this allows the targeted listeners to interact with the ad later on when browsing around the Spotify app. These cards will be accessible for up to seven days after the listener hears the advertisement, or for less if the campaign ends sooner.
Jay Richman, Spotify’s head of Ads Business & Platform, said –
“We think about these cards as an important step towards modernizing the format — a format that will become more capable over time, as we add shoppable and video and other interactive features into them.”
Spotify believes that the format will expand in the future to do more than merely link viewers to a landing page. Advertisers that use the format will get reporting and measurement based on confirmed ad impressions, which is made possible via streaming ad insertion.
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