In 2019, Spotify got its act together when it comes to podcasts with several acquisitions of companies specialized in podcasting such as Anchor or Gimlet Media. Now, the music streaming company has announced a new offensive to individual email list dominate the podcast market: Streaming Ad Insertion , a technology that allows dynamic ads to be added to episodes and consequently offer better and more accurate metrics to advertisers. Do you want to know the 222 digital marketing trends and predictions that will change the landscape of our sector in 2022 ?
Click here and download the free ebook that we have prepared for you with all the information. Spotify podcasts dynamic ads and better metrics How do ads work on podcasts? Since its creation, the podcast has been an open format, based on audio files embedded in an RSS feed that is updated periodically. Podcast players like Apple's iTunes downloaded audio files from every feed we subscribed to so we could listen to them offline, in the car, on the road, at home, and so on. In recent years, the popularization of podcasting has attracted the attention of other large streaming companies, such as Spotify or the mainly North American iHeart Media. Spotify in particular has 248 million monthly active users, the highest number of all audio streaming services. It is a very interesting market for all independent podcast creators, for communication groups that produce their own programs, and also for advertisers who want to appear in these. Until now, advertising on podcasts could appear in two different ways. On the one hand, there is the traditional capsule or advertising spot that can even be read by the announcer himself at one point in the podcast.
These are managed directly with the podcaster or commercial of the podcast and are within the sound file, so that a player does not distinguish it from the content. To make a parallel, it is as if on a website we upload an ad as an image and place it in an article. All users reading the article will see the image, and there will be no distinction between that type of image and another illustrative image. But on the other hand, there is also dynamic advertising . In this case, when a user downloads or plays a podcast episode, the ad platform embeds an ad in that episode (either at the beginning, middle, or end). The possibilities offered by this system are endless: new ads can be added to old episodes, an ad can be changed once it has already had a certain number of impressions, an ad can only appear to a certain audience if it is segmented, etc.