Spotify closes largest European advertising deal for podcasts with OMG

Spotify and Omnicom Media Group (OMG) conclude an advertising deal that focuses solely on podcasts. The deal is for the remainder of this year and is valued at EUR 15 million. Podimo appears to represent twenty percent of the commercial reach in the Netherlands.

It would be Spotify’s biggest European marketing deal, place trade media.

Advertisers with Omnicom This gives employees the opportunity, together with their agency, to put their toes in the water when it comes to podcast advertising. The Swedish music platform offers them access to advertising space with originals and exclusives. With newly acquired targeting and analytics services Chartable and Podsights, advertisers can find out which creatives deliver the best results for which type of podcasts.

Advertisers recognize that podcasts have become an interesting channel to spread their messages. However, many are not yet familiar with the working method with podcasts (See: ‘Digital Marketing Live: ‘Podcast advertising is not radio advertising”).

Moreover, the reach figures are not yet representative. On the one hand, the NLO listening survey is underway in the Netherlands. That reports fairly detailed figures of more than a thousand titles, but platforms such as Podimo and Apple do not participate. On the other side is, for example, GfK, not an industry initiative but a commercial researcher.

New figures from GfK GXL/DAM now show that Podimo in the month of May accounted for twenty percent of online podcast visits. “Adding commercial podcasts from the online measurements in GXL is valuable for scheduling on both classic radio and digital audio including podcasts.”

The online reach of the commercial Dutch podcasts, the Apple Podcasts app, Google Podcast app and newcomer Podimo increased in May 2022 to more than 1.3 million unique people. That is an increase of one third compared to January 2022.

“During the period January through May, a total of 3 million people listened to podcasts. This number is in addition to podcasts that are only played via music streamers such as Spotify, for example. Dutch commercial podcasts include the podcasts of DPG Media, FD Mediagroep and Talpa Media Solutions.”

Photo: Toshiyuki IMAI (cc)


Source: Nieuws – Emerce by www.emerce.nl.

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