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Spotify brings podcast ads to UK: ‘it’s an untapped medium for brands’


By John Glenday, Reporter

January 22, 2021 | 3 min read

Spotify has brought its podcast advertising service to UK shores a little over a year after the music streaming provider first launched its proprietary ad technology.


Spotify brings podcast ads to UK: ‘it’s an untapped medium for brands’

Spotify Podcast Ads offer advertisers the ability to reserve placements in podcast episodes on a title-by-title basis.

Spotify’s podcast ad product lands in the UK

  • British advertisers may now avail themselves of Spotify's proprietary ad technology, which permits the purchase of pre-roll, mid-roll and post-roll placements within individual podcast episodes.

  • On the other side of the equation, Spotify will also offer selected hosts and professional voice talent the opportunity to team up with advertisers wishing to give voice to their campaigns.

  • The new service is underpinned by custom streaming ad insertion technology which is also capable of tracking confirmed ad impressions, not just downloads, in addition to reach and frequency.

  • First out of the gate will be BT Sport which launched podcast ads across the Joe Rogan Experience earlier this week.

Why it’s important

  • Podcast audiences surged in 2020 with UK listeners doubling in the year to see a quarter of all adults tune in every week. Of this number 79% listen via a mobile device.

  • As recently as April just 18% of British adults (10.1m individuals) listened to a podcast each week.

  • Audiences have been courted by a slate of new localised content such as Sorted With The Dyers, The Receipts, JaackMate’s Happy Hour.

  • Rak Patel, regional head of sales UK and Pan-EMEA at Spotify commented on the launch: “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.”

  • “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.”

  • Podcast consumption has been rising year-on-year with the sector now more popular than listening to CD or MP3 music collections, according to audience measurement firm RAJAR.

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Spotify is a music, podcast, and video streaming service that was officially launched on 7 October 2008. It is developed by startup Spotify AB in Stockholm, Sweden....

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