{"id":183,"date":"2023-05-15T14:36:36","date_gmt":"2023-05-15T09:06:36","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=183"},"modified":"2023-05-15T14:36:36","modified_gmt":"2023-05-15T09:06:36","slug":"spotify-podcast-ads-really-delivering-against-measurement-effectiveness","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/spotify-podcast-ads-really-delivering-against-measurement-effectiveness\/","title":{"rendered":"Spotify: Podcast Ads &#8220;Really Delivering&#8221; Against Measurement &#038;  Effectiveness"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-184\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/05\/spotify-podcasts-1260x840-1.jpg\" alt=\"Spotify: Podcast Ads &quot;Really Delivering&quot; Against Measurement &amp;  Effectiveness\" width=\"1260\" height=\"840\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/05\/spotify-podcasts-1260x840-1.jpg 1260w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/05\/spotify-podcasts-1260x840-1-300x200.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/05\/spotify-podcasts-1260x840-1-1024x683.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/05\/spotify-podcasts-1260x840-1-768x512.jpg 768w\" sizes=\"(max-width: 1260px) 100vw, 1260px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The head of sales at Spotify ANZ has informed <\/span><i><span style=\"font-weight: 400;\">B&amp;T<\/span><\/i><span style=\"font-weight: 400;\">that that the rise in interest in audio advertising results from the fact that the industry has begun to refine its effectiveness and measurement measures.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;We know that one major challenge the industry is facing is being able to measure results and track effectiveness adequately, and I think podcast advertising is delivering against this now, with creative performance metrics, confirmed ad impressions and a deep understanding of the audience listening being part of the norm at Spotify,&#8221; Adrian Bingham said. Adrian Bingham.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.paytunes.in\/\"><span style=\"font-weight: 400;\">Audio advertising<\/span><\/a><span style=\"font-weight: 400;\"> has been among the most discussed topics this year; with IAB Australia recently holding its Audio Summit, PWC reported that audio ad spending would increase to more than $200 million this year. 71 % of media agencies said they would increase their investment in audio streaming.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Something not entirely new, but a trend we&#8217;re also witnessing is the shift to buying and planning media based on the participation of a targeted audience. Podcasts are the perfect avenue to achieve the need for advertising,&#8221; added Bingham.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Spotify can now offer an authentic audience and demographic segments on a massive scale through Nielsen, according to Bingham. Consequently, Spotify has become one of Australia&#8217;s biggest media companies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company also provides cards for call-to-action powered by Spotify&#8217;s Streaming Ad Insertion (SAI) technology. They are specifically designed to be visible while a company ad is playing and after the advertisement has been played.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This technology lets advertisers observe the effectiveness of campaigns on an impression as well as insights that Bingham explains.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;We have run campaigns recently with clients such as L&#8217;Oreal CeraVe and our original podcast, <\/span><i><span style=\"font-weight: 400;\">The Inspired Unemployed<\/span><\/i><span style=\"font-weight: 400;\">, with the click-through rate from CTA cards delivering six times our benchmark,&#8221; said the spokesperson.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;We measure success at Spotify with Reach, Reaction &amp; Resonance and can provide clients with detailed analytics and performance metrics, including first-party and third-party measurement solutions across the full funnel.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, even though Spotify reported higher growth in revenue during the initial quarter of 2014 compared to previous quarters, the company did not meet its earnings growth and revenue projections.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Additionally, Spotify&#8217;s gross margin fell by 3% in the first quarter. Spotify declared that the decrease &#8220;reflects improving ad-supported music and podcast profitability, offset by higher another cost of revenue.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In reality, Spotify also revealed that it would end the exclusivity of Gimlet original podcasts. Gimlet original podcasts will also offer the same podcasts across different streaming platforms.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Given our status as the world&#8217;s leading podcasting platform, we&#8217;re broadening our strategies for windowing to grow the number of listeners and the sales capacity of our show. In this instance, we&#8217;re seeking the broadest distribution of some of our original podcasts, such as <\/span><i><span style=\"font-weight: 400;\">Science Vs<\/span><\/i><span style=\"font-weight: 400;\">. The distribution will be handled case-by-case and as time goes on,&#8221; said the company in an announcement.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Our approach to selling these podcasts will not change while advertisers will benefit from additional audience reach,&#8221; said a Spotify spokesperson.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Naturally, the reality is that according to what Bingham said, &#8220;you&#8217;re connecting with people as they stream what they love, choosing this based on their mood or moment.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, Bingham said that the company was working on new ways to ensure precise ad performance.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Our products are created to ensure that we provide precision and transparency to our customers. That&#8217;s why Spotify&#8217;s SAI has revolutionized the industry in our view. Advertisers can verify real-time impressions while listeners stream their podcasts through Spotify. SAI allows digital planning as well as reporting and measurement for podcasts. It provides the metrics for campaigns and insights into the audience from confirmed impressions of ads,&#8221; he explained.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advertising on podcasts and audio isn&#8217;t finished, but at Spotify, the company sets its clients up to succeed.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Source:- <\/span><a href=\"https:\/\/www.bandt.com.au\/podcast-ads-really-delivering-against-measurement-effectivness-spotify\/\"><span style=\"font-weight: 400;\">https:\/\/www.bandt.com.au\/podcast-ads-really-delivering-against-measurement-effectivness-spotify\/<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; The head of sales at Spotify ANZ has informed [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[16,12,18,37],"ppma_author":[321],"class_list":["post-183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-advertising","tag-audio-advertising","tag-podcast-ads","tag-podcast-advertising","tag-spotify-ads","author-user"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spotify: Podcast Ads &quot;Really Delivering&quot; 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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space. He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award. He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media. Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.","sameAs":["https:\/\/paytunes.in"],"url":"https:\/\/www.paytunes.in\/blog\/author\/user\/"}]}},"jetpack_featured_media_url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/05\/spotify-podcasts-1260x840-1.jpg","authors":[{"term_id":321,"user_id":6,"is_guest":0,"slug":"niikhil-admin","display_name":"Nikhil S","avatar_url":{"url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","url2x":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg"},"author_category":"1","first_name":"Nikhil","last_name":"S","user_url":"https:\/\/paytunes.in","job_title":"","description":"<span style=\"font-weight: 400\">Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=183"}],"version-history":[{"count":1,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/183\/revisions"}],"predecessor-version":[{"id":185,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/183\/revisions\/185"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media\/184"}],"wp:attachment":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=183"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}