Spotify is introducing a new advertising format designed specifically for podcast listeners: a clickable card that sticks for seven days.
The audio company speaks about itself ‘Call to Action Cards’. The digital tickets are linked to an audio ad that is dynamically injected into the podcast from Spotify’s programmatic advertising service.
Many podcast listeners have the app ‘blacked out’ while listening and should actually remember an ad if they find it interesting. That is why the Swedes developed the visual maps. These are part of the audio advertisement and nestle in the audio app for seven days after the commercial has been played. References to the advertising are included with the podcast itself, but also elsewhere in the interface.
The space taken up by the cards and tag-ons may explain the disappearance of Auto mode in the audio app. That mode, intended for motorists, offered no space for advertising messages and matching reminders.
Advertisers can fill in the texts and graphic elements as desired and provide them with clickable buttons. A link can refer to an action page, with or without a discount code, or another type of campaign expression. Spotify reports things like clicks, frequency and impressions.
The Call-to-Action cards will initially only be available on Spotify Original & Exclusive podcasts in the US. The option is expected to roll out to other countries and more podcasts in the course of 2022.
Photo: Jon Äslund (cc)
Source: Nieuws – Emerce by www.emerce.nl.
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