Music streaming service Spotify has created a new way for marketers to reach their target audiences with the launch of Call-To-Action (CTA) cards, a series of clickable, interactive companion display units for audio ads.
Powered by Spotify’s Streaming Ad Insertion (SAI) technology, these CTA cards will be tied to the audio ads that Spotify users listen to during their podcasts and provide them with an easier, more accessible way to interact with brands. Thanks to this technology, advertisers and marketers will also be able to view the performance of their campaigns, while Spotify’s suite of measurement solutions will provide them further insight on the impact they have.
Having launched earlier this year in the U.S., CTA cards have proven to be quite successful in appealing to consumers, with more people clicking on them, shopping through them, downloading applications from them, etc. Spotify’s internal research results proved that as the number of CTA cards increased on the platform, so did the number of users that clicked on them, with marketers viewing greater ROI numbers in return.
CTA cards have proven to be more effective than regular audio ads on Spotify as people might hear an ad which might catch their attention, but then they might forget about it as they go on with their daily lives. However, CTA cards provide them with a visual cue that calls out to them then-and-there, while they continue to appear in locations relevant to where the audio ad was initially heard by the user up to seven days later.
Pieter Manten, head of sales AUNZ at Spotify commented on the launch: “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.”
Spotify has teamed up with companies such as Sportsbet an McDonald’s to test out this new feature, which is now available in Australia on all Spotify Original & Exclusive podcasts.
Please login with linkedin to commentSpotify Ad Studio
In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]
Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]
Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]
PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]
Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]
In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.
Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]
Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]
The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]