Spotify Podcast Ads Are Now Available In Australia

Spotify Podcast Ads Are Now Available In Australia
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



As the momentum of podcasts continues to grow in Australia, Spotify has created a new way for advertisers to make the most of this exploding media channel and reach the valuable, engaged audience that podcasts bring with the release of Spotify ads in Australia.

In 2020 Spotify saw a 100 per cent  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.

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.

Pieter Manten, Head of Sales AUNZ, told B&T that podcasts are so valuable to advertisers because “over the past few years we’ve seen podcasts evolve from a niche form of media into a mainstream activity that captures the valuable time and attention of consumers.”

“Listeners form a strong connection with their favourite podcasts and for brands, that connection creates a unique opportunity to connect with them in a trusted, direct, and engaging media environment.”

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. 

“We launched SAI to break down the barriers that have kept advertisers on the podcast sidelines,” explained Manten.

“It will benefit advertisers through unprecedented podcast reporting and insights, including confirmed ad impressions, audience insights, creative insights, and measurable outcomes based on confirmed ad exposures.”

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.

Manted added, “we have millions of podcast listeners, best-in-class content, and a robust monetisation platform.”

“Add in the breadth and depth of our data and insights, advertising on Spotify offers a level of targeting which is unparalleled in any other audio format and it puts us in a unique position to support brands in really reaching their audiences.”

*Data from the Spotify platform September 30, 2019 to June 30, 2020.

Please login with linkedin to comment

Spotify

Latest News

M&C Saatchi Still Tops For New Business Wins, But Newcomer It’s Friday Off To A Flyer
  • Advertising

M&C Saatchi Still Tops For New Business Wins, But Newcomer It’s Friday Off To A Flyer

It might be a little more than six months old but indie creative agency It’s Friday, headed by former Leos and Saatchi boss Pete Bosilkovski, is off to an impressive start judging by R3’s monthly review of new business wins. It’s Friday posted an impressive third spot on June’s new business wins after the agency […]

by B&T Magazine

B&T Magazine
Ryvalmedia Retains Top Spot For New Media Wins For June
  • Media

Ryvalmedia Retains Top Spot For New Media Wins For June

Indie agency Ryvalmedia continues its impressive run, topping R3’s June list for new business wins for the third consecutive month. It’s been an impressive 2022 for the (lead image) Simon Ryan-steered agency after it announced the opening of its Sydney office in mid-July.  Ryvalmedia was again R3’s pick of the media agencies with wins that […]

by B&T Magazine

B&T Magazine
CRA Chief Ford Ennals Announces Refresher For Radio Company
  • Media

CRA Chief Ford Ennals Announces Refresher For Radio Company

CRA chief executive officer Ford Ennals (pictured) announced today a renewed strategic direction for the peak radio industry body, with a greater emphasis on the digital audio market along with supporting its members to grow commercial radio advertising revenue. “We are experiencing strong growth in digital audio so it’s timely for CRA to have a […]

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success
  • Campaigns

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success

Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement
  • Opinion

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement

In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]

Opinion

by B&T Magazine

B&T Magazine
SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin
  • Marketing

SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin

Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ
  • Marketing

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ

Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]

Claxon Bags CarExpert Partnership For Creative And Media
  • Marketing

Claxon Bags CarExpert Partnership For Creative And Media

Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]