Spotify expands its Audience Network for marketers to Australia
Spotify’s audio advertising marketplace, the Spotify Audience Network, is now available to advertisers and podcast publishers in Australia, as well as Canada and the UK.
The network allows advertisers of all sizes and budgets to connect with listenings consuming a broad range of content, from Spotify Originals and Exclusive podcasts, as well as via Megaphone and Anchor, and ad-supported music.
The Spotify Audience Network leverages Spotify technology to give advertisers the ability to reach hundreds of millions of listeners—at scale—both on and off Spotify.
Spotify Audience Network
The Spotify Audience Network provides advertisers a broad range of “easy-to-use”, audience-based targeting tools including demographic targeting, geographic targeting, and even audience segment targeting.
The network currently includes the audiences listening to podcasts from Spotify’s four studios (Spotify Studios, The Ringer, Gimlet, Parcast), plus leading third-party podcasts from off-platform publishers such as ViacomCBS and The Wall Street Journal, and podcasts by local Australian publishers.
Spotify regional head of ad sales AUNZ, Pieter Manten, said: “Spotify continues to innovate and push audio advertising forward – in April we launched Streaming Ad Insertion for podcasts in Australia, a significant advancement in podcast advertising measurement and transparency for brands.
“With the launch of the Spotify Audience Network, we continue to connect brands with their audience, at scale and with sophisticated targeting. As we expand our slate of local and international podcasts, our brand and agency partners can look forward to more exciting developments in the coming months.”
Spotify revealed that within three months of its US launch, almost 60% of Spotify’s podcast advertiser base has started advertising with the Spotify Audience Network.
Podcast publishers who use Megaphone and have opted into the Spotify Audience have seen significant improvement in their ability to monetise audiences. For those publishers, fill rates increased by over 10%, while CPMs increased by over 40%.
Cathy Csukas, CEO of AdLarge Media, a Megaphone publisher on the network, said: “It is paramount to us that the advertising in our podcast networks complements the content, providing an optimal listening journey and user experience while also generating revenue.
“The Spotify Audience Network has truly been additive to our usual monetisation efforts, helping to boost revenue across all our shows in our podcast ad sales network while serving quality ads at scale that maintain our podcast listening standard.”
Speaking at Spotify’s Stream On event earlier this year, Spotify chief content and advertising business officer, Dawn Ostroff said the creation of the Spotify Audience Network would allow “advertisers to buy ads across a network of original, exclusive and independent podcasts”.
“We’ll leverage our technology to allow advertisers to reach our audience of millions, at scale, both on and off Spotify. This will help podcast creators make more money.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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