Spotify Podcast Ads now available in Australia
Spotify has announced the launch of Spotify Podcast Ads in Australia, powered by Streaming Ad Insertion technology.
The announcement:
The momentum for podcasts continues to grow in Australia. In 2020 Spotify saw a 100% growth in podcast listening hours locally*, with Aussies taking advantage of the 2.2 million podcasts currently available on the platform, up from just a few thousand three years ago. It is clear that audio is primed for continued growth and innovation.
That’s why Spotify is creating a new way for advertisers to make the most of this exploding media channel and an opportunity to reach the valuable and engaged audiences that podcasts bring, with the announcement that Spotify Podcast Ads are now available in Australia.
2020 saw a host of Spotify Originals and Exclusives launched locally, such as Gee Thanks and VICE Extremes, and now brands can now reach their audiences with these titles, including global hits such as the Joe Rogan Experience.
Spotify Podcast Ads offer the intimacy of traditional podcast ads, with the precision and transparency of modern-day digital marketing. Powered by proprietary Streaming Ad Insertion (SAI) technology, which Spotify announced in 2020, Spotify Podcast Ads deliver and report on confirmed ad impressions rather than downloads, as well as reach and frequency, and with this new level of digital insight, advertisers are equipped to make even more data-driven decisions for their podcast campaigns.
Historically, a lack of clear and equivalent measurement has prevented podcast advertising from truly taking off like its digital media counterparts. This is because podcast content is still largely downloaded via RSS feeds — which limits the advertiser’s visibility into whether their ad was actually heard. But the shift in consumption from downloads to streaming has opened the door for advances in data-driven podcast advertising.
Advertisers can purchase Spotify Podcast Ads on a title-by-title basis – running their creative across preroll, midroll, or postroll ad placements within the show’s episodes. Select hosts across these shows, as well as a network of professional voice talent, can also team up with advertisers to help bring their podcast creative to life on Spotify.
Pieter Manten, Head of Sales AUNZ at Spotify commented on the launch: “The more digital audio continues to be a part of the daily lives of Australians, the greater the opportunity for brands to find and connect to their audience. With Spotify Podcast Ads we aim to take podcast advertising to the next level, offering brands unique insights into their audiences and creative solutions that can truly capture consumer attention. We’re really excited about the impact we can deliver for brands”.
Source: Hill + Knowlton Strategies media release
