Spotify launches new audio advertising marketplace for marketers
Spotify is doubling down on moves to dominate the podcast space in Australia, and globally, announcing a new audio advertising marketplace called the Spotify Audience Network.
The marketplace, which Spotify says is the first of its kind, was announced at Spotify’s ‘Stream On’ event in Sydney on Tuesday.
The launch of the Spotify Audience Network comes off the back of Spotify launching its Streaming Ad Insertion last year (in select markets), as it aims to usher in a “new era for podcast advertising”.
Spotify Audience Network
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 will leverage its medium-defining technology to give advertisers the ability to reach hundreds of millions of listeners—at scale—both on and off Spotify.
Also announced at Spotify’s Stream On event was the addition of new features on Streaming Ad Insertion (SAI), including audience-based buying, native ad placements and reporting on creative performance.
Later this year, these features will be made available to Megaphone podcast publishers and leading Anchor creators globally.
Spotify chief content and advertising business officer, Dawn Ostroff, said advertisers were previously “flying blind” before Spotify launched its Streaming Ad Insertion product.
The creation of the Spotify Audience Network will 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.”
Spotify is expected to roll out its Streaming Ad Insertion in Australia later this year.
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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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