Podcasts are growing in strength.
Spotify Podcast Ads – as the developed spot format is called – will be based on providing advertisers with detailed and anonymous information about users. We are talking about actual ad impressions, frequency of launching a given podcast, content range as well as age, gender and type of device used by the user.
Of course, don't think that Spotify will allow all creators to use their technology. This honor will be given to people who decide to record podcasts only for the platform. The influencer will then be hooked up to Spotify Podcast Ads and will be able to advertise something during the episode. To all this, there is interactivity and building relationships between the creator and listeners.
The first advertisers became the Puma brand, which receives the above-mentioned information about users (of course, anonymous) as soon as the podcast is published. Spotify Podcast Ads are to be distinguished by "new measurements of a given podcast's target, which is a huge change for the entire industry." The platform wants to gain an advantage over other services all the time uncertain about the fresh content format.