What you need to know
- Spotify is going to start using targeted advertising for podcasts.
- Streaming Ad Insertion will target ads at podcast listeners based on user data.
- That includes age, gender, device and listening behavior.
Spotify is going to start using targeted advertising for podcasts, according to a report from The Verge.
The report notes:
The news means that users listening to the same podcasts will start to hear differents ads, targeted at them based on interests, age, gender, location, and other data points. It is reported that brands that use Spotify's targeted ads will also receive more detailed data in return in comparison to typical podcast ads, and will include how many times listeners heard an ad, reach and anonymous insight.
The Verge notes Spotify's unique position in that it has much more data on its users than most podcast players thanks to what it knows about their music tastes. Up until now, most podcasting advertising has been included within the podcasts themselves, so that companies could insert ads as people listen and track their effectiveness that way. Users who download podcasts on Spotify will not hear targeted ads, as it requires a live server connection.
According to the report, Spotify says that "very few customers" download episodes, and that in the cases where people do download, it will revert to its current method of advertising, which is predetermined.
The report notes that currently advertising to podcast listeners is pretty cloudy, with data coming from lots of different places including surveys, and success is measured in many different ways.
The report further notes:
It could be that offering more targeted podcasting advertising could put Spotify ahead of other networks, with content creators and advertisers likely to be attracted if Spotify can prove that its advertising is more effective than other networks, pushing prices and custom up. However, what remains to be seen is whether some users may choose to start downloading their podcasts in order to keep themselves distanced from targeted advertising.
"thanks to what it knows about their music tastes." Huh. I could be 80 and 18 in the same afternoon. So, good luck with that...
It doesn't help Spotify that many high profile podcasters, such as Armin Van Buuren's A State Of Trance and Monstercat's Call Of The Wild, don't actually use Spotify's Podcast platform to host their podcasts. Rather they are uploaded to Spotify as singles and albums, presumably for better monetization.
Oh dear, surely that is going to ruin the continuity of the listening experience of the original podcast track, hideous the though of what is coming. It's all about ads now, content is becoming a distant second place filler, what a world.
I like the idea of having my music and podcasts in one place, but it's only good for casual podcast listeners. There's not enough control and customization for me.
Great reason to not listen to podcasts on it then. Can't believe so many people fell for this when you can listen to podcasts on a dedicated app designed for that purpose.
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