Dynamic Ads on Spotify are the popular platform’s latest bet to take control of the podcast industry. The first and big step was when it acquired expert podcasting companies in 2019. Now it announces the adoption of Streaming Ad Insertion, a technology that will enable better metrics for merchants.
Spotify says it will start placing ads in real time, based on what it knows about its users. It will be based on parameters such as location, device type and age, similar to how the web works.
What are podcast announcements like?
Dynamic Ads on Spotify are intended to enhance the usual advertisements heard on podcasts. Since its inception, podcast has been an open format, based on audio files embedded in an RSS feed. Podcast players made it possible to download files from each feed and offered explainer animation video agency the ability to play them offline.
The dissemination of the podcast has not gone unnoticed by the large companies in the sector. Apple gambled on podcasts a long time ago and now iHeart Media and Spotify are on the list. The arrival in the Spotify world, with almost 250 million users, has captured the attention of advertisers and the world of communication. Businesses see a great chance for their programs, and marketers aspire to make big profits.
Until now, podcast advertising was shown to the listener in two different ways. One is the permanent commercial, which is often read by the podcast host himself. The advertiser does not get a financial return for each listen and his profit is more difficult to quantify. They are already within the broadcast itself and the players are unable to interpret them separately.
Dynamic advertising solves this headache for commercial brands. In this case, the advertisement is embedded in the file before it is downloaded or played. It can be embedded at the beginning, center or end of playback. Additionally, you can serve ads to previously screened audiences and even place new ads in already aired chapters.
What dynamic ads offer on Spotify
Spotify launches into the world of podcasts with a solid base of millions of listeners and a powerful monetization platform. The new dynamic ads on Spotify work with Streaming Ad Insertion (UPS), which offers various scheduling, reporting and measurement capabilities . The music platform wanted to adapt to the new trends of modern digital marketing. The significant advances are as follows:
Reach the niche that interests you . Spotify’s podcast ads reach a user base of millions of listeners around the world. Until now, advertisers have relied on audience surveys to determine where to allocate podcast ad budgets. The platform will provide statistics-based advice and ideas to help brands reach the right audience.
Know that the ad is delivered correctly . Advertisers weren’t fully aware of the performance of their podcast ads due to downloads. Now, Spotify’s podcast ads will measure actual impressions while playing. Likewise, they will report on the age, gender, device and listening behavior of the audience reached.
Check the real impact of the investment. Without knowing who actually heard an ad, companies have never been able to measure the impact of their advertising on podcasts. To date, podcast advertisers have found creative ways to find out if their ads have been heard. With Spotify Podcast Ads, they can leverage their measurement tools to learn more about how their brand is perceived.
Interesting improvements for businesses
Spotify promises numerous benefits for brands betting on this new methodology. The user experience will be better, as more suitable ads will be shown for each profile . That is, two people listening to the same podcast will not receive the same ads.
With dynamic ads on Spotify, advertisers will get better metrics. Many companies were reluctant to join the music platform due to the relative reliability of their data. Now, knowing exactly how your campaigns are performing, you can decide how much to invest.
With this new option, Spotify offers advertisers detailed information on advertising and promotions. The downside is that they can only use tracking technology when streaming. Podcasts that have a lot of downloads will not generate stats. Therefore, if a podcast is played outside of an online connection, the user will not receive personalized ads.
Likewise, listeners can link podcasts to the ads they hear. This has an impact on the user’s purchase decision, which will target the brand that generates the most sympathy . An ad product in your favorite show is more likely to be purchased than others in the same category.
Privacy and use of data raise doubts
Not everything shines when it comes to dynamic ads on Spotify. The podcast industry is concerned about how Spotify’s advertising practices will develop. The brand has not yet released much information on various topics. It is not known to what extent the privacy of the listeners is guaranteed, nor the actual priority of Spotify. Do you really bet on the podcast or do you see a large revenue stream above all?
It is also important to know the use of customer data. Users provide certain personal data to the platform when they register. The platform has announced that it will use the data it has from its users, such as age, gender, location and device. The question is, will you share this information with third parties?
On the other hand, you will need to see how often these ads will be shown while listening to the podcast. Will it be something suitable or will we see invasive advertising? Ad saturation can lead users to download their free, ad-free platform programs.
Is Podcast Advertising Beneficial?
The benefits promised by dynamic ads on Spotify are tempting, but the podcast format still generates some distrust. The truth is that audio will be the dominant format in the advertising industry in the future. The IABA association places it above Branding or Content & Native Advertising.
Also, the format is fashionable in our country. Currently, nearly 40% of radio listeners do so via podcasts and the trend is increasing. A Spotify study shows that 81% of listeners took action after listening to announcements during a podcast. The podcast industry is expected to become one of the big markets by 2021.
Audio will transform the advertising of the future and influence the relationship between users and brands. It is a great ally, as direct communication is achieved and will involve changes in the way of seeking information. Google is investing in research and development to create new algorithms that understand users’ voice searches in detail.
Uploading a podcast to Spotify is quick and easy
The popularity of Spotify’s podcast service continues to grow, as do the companies that access it. On its catalog of programs it is growing rapidly and is gaining popularity. Next, you have the necessary steps to upload your podcast to Spotify and be able to increase your visibility.
- Go to Spotify for Podcaster and log into your Spotify account or create one if you don’t have one. You can select “Login” or “Start” to continue.
- After logging in, click “Get Started” on the “Add Your Podcast” page.
- If prompted, read the terms and conditions and check the box. Then enter your legal or LLC name and click “Continue”.
- Enter your RSS feed in the box indicated and select “Next”. If there is a problem with your RSS feed, you will see a message below the box notifying you of the problem. If successful, the podcast title, artwork, and description will appear on the right side of the page.
- On the ‘Add Podcast Information’ page, select your country, language, category and hosting provider and click ‘Next’.
- Carefully review all the data entered and, when you are absolutely sure, select submit.
In some cases it can take up to 5 days to appear on Spotify, but it often gets uploaded within hours. Of course Spotify doesn’t contact you, so you have to look at the podcast listings yourself. You can also upload your podcast through your usual hosting provider.