Podcasts typically pay the bills with audio ads, a premium / Patreon subscription, or a combination of the two. Audio ads have been around for decades, but they’re usually not as profitable for podcasts and advertisers as web or video ads because not everyone interested in the product or service will remember to check it out after a long time. podcast. Spotify thinks they have a solution for this: banner ads.
Spotify quickly expanded its podcast features and exclusive shows, with premium podcast subscriptions rolling out worldwide in November and a new rating system arriving in December. Today, the company is rolling out new functionalities (via 9to5Google) where some podcasts with on-show ads will display an ad banner below the player, containing a link to the ad’s topic. For example, if the show is running an ad for Squarespace, the sign up link might appear below the player.
The new design doesn’t really add any New podcast ads – only easily accessible links to anything the show was already advertising. Still, listeners might not be too excited about the increasingly crowded Spotify podcast experience, especially when some of their favorite shows are only available through Spotify and cannot be used with other players.
Spotify wrote in a blog post: “What happens when you hear an ad telling you about Ulta’s ‘Hello Holidays’ sale or an offer from Athletic Greens giving you 25% off when you subscribe? to a monthly subscription? You are often forced to remember a promo code or URL, or make a mental note to look up the offer when you come back to your phone or laptop. This process is far from transparent. [Call-to-Action] Cards will appear in the app as soon as a podcast ad starts playing and reappear later as you explore the Spotify app, making it easier for you to find out what brand, product, or service you have. heard while listening.
The new feature is only available on select Spotify-exclusive podcasts in the US as of today. It’s clear when (or if) Spotify will open up this feature to other shows.