Spotify is working on a new interactive podcast ad feature called ‘In-App Offers’, which the platform promises will remove the need for podcast hosts to read out offer codes or web addresses for listeners to redeem deals.
According to Spotify, the new feature will allow listeners to “redeem offers when the time is right for them with visual reminders like an offer card featured on the podcast’s episode page”.
Spotify is alpha testing In-App Offers in the US and Germany with partners including Harry’s, Quibi, and HelloFresh and plans to continue testing the new feature throughout 2020.
In-App Offers are powered by Spotify’s Streaming Ad Insertion (SAI) technology, which was launched in January.
According to Spotify, SAI “leverages streaming to deliver Spotify’s full digital suite of planning, reporting, and measurement capabilities for Spotify original and exclusive podcasts”.
What this means is that Spotify can provide advertisers with data such as actual ad impression, frequency (number of times a listener heard the ad), reach and anonymized audience insights (age, gender, device type).
“In-App Offers makes it vastly simpler for listeners to redeem deals whenever they come back to the app, and we can all benefit from one fewer ‘w-w-w-dot’ spelling lesson from our favorite podcast creators.”
Joel Withrow, Spotify
In the announcement about the new feature, Joel Withrow, Spotify’s Senior Product Manager of Podcast Monetization, said that Spotify will now be “turning our attention” to using SAI to power In App Offers.
“SAI delivers advertisers the most rigorous and transparent reporting available in podcasting. But the industry’s challenges don’t stop with measurement and neither will we,” said Withrow.
“We’re now turning our attention to the consumer ad experience with our latest podcast innovation – In-App Offers – powered by SAI.”
Added Withrow: “The average podcast listener has heard a countless number of ads ending with promo codes or show-specific websites, carefully repeated three times so as not to forget it.
“In-App Offers makes it vastly simpler for listeners to redeem deals whenever they come back to the app, and we can all benefit from one fewer ‘w-w-w-dot’ spelling lesson from our favorite podcast creators.”Music Business Worldwide