Technology

Spotify Makes Podcast Ads Unskippable by Sticking Them in App

Spotify's new clickable ad cards.

Spotify’s new clickable ad cards.
picture: spotify

Those of us who listen to serial podcasts know how ad drills go. A short audio clip will pop up right before, during or after the show to tell you about a revolutionary product, service or sale. Some of you might skip an especially long ad, or you might skip all ads quickly. However, IIt won’t be easy to do on Spotify Any more.

Giant running a statement New “Call-to-Action Cards” for Thursday’s podcast ads. The concept is straightforward. When you start an advertisement in a podcast, a small card will appear at the bottom with clickable buttons that allow users to learn more about the brand, product or service It is being talked about in the ad or made a direct purchase from the advertiser’s website. Both Free and paid Users will see the cards that are now available.

Spotify told Gizmodo Thursday that call-to-action cards will be available across desktop, mobile and tablet apps but not within web browsers.

Some of you may be wondering, “What happens to the cards if the app is running in the background while my phone is locked or when I do something else on my device?” Don’t worry, Spotify won’t dream of leaving you out, especially doing something while listening to the podcast, like doing the dishes while listening to the podcast. Pop culture happy hourIn my case, it is common.

In fact, for this reason currently, remembering a promotional code, product name, or link mentioned in a podcast ad can be complicated, Spotify confirms.

As the company explained, call-to-action cards reappear to users who listened to them when they explore the app to make it easier for them to remember and interact with the ad. they heard. For example, cards will appear when you check out a specific podcast episode or visit the show’s page in the app.

“With the launch of this new ad experience, we are making podcast ads interactive for the first time, transforming the format from something that can only be heard into an experience that you can also watch.Spotify said in a News Announcement.

According to Spotify, its call-to-action cards have shown positive results in recent tests, doubling site visits when compared to non-clickable podcast ads. Three companies — Ulta Beauty, Athletic Greens, and Squarespace — have already signed on as first adopters.

Spotify’s new clickable cards are just another example of the company’s quest to monetize podcasts and make its app more seller friendly. Over the past year and a half, the company has acquired the podcast giant Loudspeaker To better target real-time ads to listeners and launch a domain Wake up word function (“Hey Spotify”) to open the door to more voice-activated ads.

As a paid Spotify user and a strong listener of podcasts, according to me 2021 Spotify wrapped At least, I have mixed feelings about the new ad formats for offers. While I get that podcasts need ad sponsors, and I would freak out if some of my favorite podcasts were to disappear due to lack of funding, for many years Spotify has been the place for me to get away from the heavy and annoying ads. (Instagram, for example, serves me ads as if they were a hot crossover.)

However, if Spotify is adamant about sticking ads on its platform, I’m on the cards. They’re young, don’t follow me Everywhere, and support content that I really enjoy. It could have been worse.

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