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In 2020, Spotify revealed that it was testing the marketing setup which can make promotional codes and special URLs during podcast advertising a thing of the past. As of today, in-app ads are starting to be released. The company says its call-to-action (CTA) cards. will begin to appear on its original and unique manifestations where promotions or similar advertisements are mentioned in the section.
The new CTA cards will appear in the Spotify commercial application as soon as they play on the podcast on player form as well as on the screen and pages. When you leave a location for other activities – such as promotional music, for example – ads will be displayed when you return to the podcast at all three sites. Instead, Spotify sees this as a way to not only keep track of promotional numbers or links, but also claims that you can link to your favorite ads or brand when you have the time to do so. There is no doubt that with the slightest click, if you want to know what you have just heard, it is much easier than just writing down what you have heard. Obviously, the downside is that you will see ads in the app when you listen to other podcasts – even if you are a subscriber.
Spotify does not see this as a problem, as even paid users hear ads by listening to the shows through its app. These promotions make podcasts more accessible, and have transformed the medium into a viable tool for businesses to promote products and services. However, some may object to seeing the ads in the app and listening to one during the show with two very different things. Brands will probably be able to jump faster as Spotify claims that the ads it has seen have twice as many pages visited during the early launch than the “traditional” brands that count companies like Ulta Beauty, Athletic Greens and Squarespace.
CTA cards are supported by Spotify’s Entering Ads, a powerful podcast advertising platform that simply pops up pre-recorded ads in a convenient location for any audience. This is how the app knows when to start showing a card that matches the transaction when you hear on the show. Specifically, Spotify promotes the CTA approach as the starting point for “interactive” podcasts, and there is no doubt that nations would be happy to have a transparent and important, accessible way for the public. But it will be interesting to see how the audience responds to the visual ads in their promotional program, especially those who pay monthly to not hear them on non-podcast content.
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