Spotify Podcast Ads measure real impressions as they occur, reporting on the age, gender, device type, and listening behavior of the audience reached.
Deliver your ads with confidence In 2016, the IAB unified measurement of "ad delivery" across the industry, 3 but due to the distributed, downloaded nature of podcasting, the new guidelines could not tell advertisers whether listeners actually heard their ads. We provide data-driven recommendations and insights to help you reach the right audience. Spotify Podcasts Ads reach a logged-in user base of millions of listeners.
Reach the audience you want to reach To date, podcast advertisers have had to rely on audience surveys or inferences about the podcast’s content to figure out where to allocate their podcast ad budgets. Here are some of the areas we’re exploring: Spotify Podcast Ads offer the intimacy and quality of traditional podcast ads with the precision and transparency of modern-day digital marketing. Spotify Podcast Ads are powered by Streaming Ad Insertion (SAI), which leverages streaming to deliver Spotify’s full digital suite of planning, reporting, and measurement capabilities. With a direct connection to millions of podcast listeners, best-in-class content, and a robust monetization platform, Spotify is uniquely positioned to make podcasts addressable for digital advertisers. But the shift in consumption from downloads to streaming has opened the door for advances in data-driven podcast advertising, and here at Spotify, we’re moving beyond these constraints to reimagine what's possible for this uniquely powerful and intimate medium. Until now, podcast advertising has experienced many of these same challenges because the medium is still largely downloaded via RSS feeds. Total circulation measures the number of doorsteps that the issue hits, but there's no precise data on how many readers actually opened the magazine, let alone reached or acted on the ad. Advertisers generally have a sense for who they're reaching, based on survey data and the magazine's target audience. Today, despite being a digital medium, the podcast industry measures audience, reach, and impact much like you would a full-page ad in a magazine. 2 However, a lack of clear and equivalent measurement has prevented podcast advertising from truly taking off like its digital media counterparts. We’ve seen first hand that podcasts are a uniquely effective environment: 41% of listeners say they trust ads more if they hear them in a podcast and 81% report having taken action after hearing a podcast ad. According to Edison Research, over a third of Americans now listen to podcasts, and the most engaged among them are listening to more than 7 podcasts per week. 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.
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