Spotify launches new clickable CTA cards for audio advertisers
Spotify has brought a new level of interactivity to the audio ad experience with the launch of call-to-action (CTA) cards.
The new product is set to make the audio ad experience seamless, giving a visual component to audio ads that will enable users to click through to brands, products and services.
The CTA cards will appear in the app as soon as a podcast as begins play, and will resurface later as users explore the Spotify app, giving users another opportunity to act on the ads they have listened to.
Through eye-catching visuals, customisable text, and clickable options like “Shop Now”, the CTA cards will seamlessly allow users to directly discover products and services without having a hard-to-remember promo code or vanity URL.
For advertisers, this delivers an opportunity to drive better resonance and engagement, with recent tests showing a 2x increase in site visits with the new clickable ads, compared to non-clickable podcast ads.
Pieter Manten, head of sales AUNZ at Spotify said: “We have been innovating audio in ways not previously possible for consumers, creators, and advertisers alike, with audio creation, distribution, consumption and monetisation all taking place in a single platform. With CTA Cards, we continue to build on the innovation available to the Australian market, as consumers can select the moment they want to be discovering and shopping on their own terms, which enhances their experience.”
The product is available across select Spotify Original & Exclusive podcasts locally, with Sportsbet and McDonald’s being early adopters of the product in the Australian market.
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