Spotify is finally launching its podcast advertising in the UK.
The company previously revealed its Podcast Ads more than a year ago and recently acquired podcast ad firm Megaphone to boost opportunities within this sector.
Podcast ads increase brand awareness by around 79% with lift rates that are 30x higher than other media types.
Advertisers can now buy pre-roll, mid-roll, or post-roll ad placements in podcast shows.
The offer integrates with Spotify’s Streaming Ad Insertion technology and delivers insights no ad impressions and downloads.
“The popularity of podcasts is rising exponentially in the UK and as a relatively untapped medium for advertisers they offer so much potential for brands to reach diverse audiences in new and engaging ways,” explained Rak Patel, Regional Head of Sales UK and Pan-EMEA at Spotify. “Unlike some digital media channels, podcasts are intimate, they are trusted, they reach people in a very direct and personal way. With Spotify Podcast Ads we aim to take podcast advertising to the next level, offering brands unique insights into their audiences and creative solutions that can truly capture consumer attention. We’re really excited about what’s to come.”
Among the first UK brands to test the new ad format will be BT Sport.