Spotify adds new podcast ad technology

Spotify has bolstered its Podcast Ads by adding Streaming Ad Insertion (SAI), a podcast advertising technology.

The move follows insights by Spotify that podcast consumption rose 39% between Q2 to Q3 2019.

According to Spotify, podcast ad measurement is similar to other digital media, including audience, reach and impact.

However, until now there’s been a lack of precise measurement options. But shifting consumption from downloads to streaming is making it easier to focus on more data-heavy podcast ad solutions.

With SAI, Spotify delivers ad planning, reporting and measurement tools for marketers. This includes ad impression data and stats on how often a user heard an ad, reach and audience insights.

“In the past five years, podcasts have become a staple of pop culture,” said Joel Withrow, senior product manager of podcast monetization at Spotify. “In that time, I’ve spoken to a lot of sceptical brands, and the conversation consistently begins and ends with measurement. I’m excited to continue evolving the medium at Spotify. With our trusted, logged in audience, we can finally prove out the effectiveness of podcasts with the data and insights that digital advertisers expect.”

Brand Puma is among the first to have trialled SAI which delivered a 180% lift in ad recall.

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