It went on to say that while advertisers come to it to reach its engaged and immersed audience, an Advertiser Perceptions survey showed that measurement and attribution “remain the two biggest unsolved challenges for podcast advertisers”. “According to eMarketer, annual US digital audio advertising revenue is poised to grow to nearly $8 billion-and of that, $2.7 billion for podcast advertising alone-by 2025,” the Swedish company said when announcing the buy-outs. Spotify said it believes the next step to unlocking growth is demonstrating audio advertising’s impact through innovations in measurement, attribution and audience insights. With Megaphone’s technology, Spotify podcast publishers could insert their own ads “for the first time” and pick up the option of tracking and monetising their podcasts through Spotify if they didn’t have sales or sponsorship teams. The Chartable acquisition will build on offerings by Megaphone, which Spotify bought in 2020. It allows podcasters to track both clicks and downloads. SmartLinks, according to Chartable, are “shareable, trackable URLs that automatically route listeners to their podcasts”. SmartPromos allow them to see which ads are resulting in the most downloads and essentially measure the success of their ad campaigns. Spotify podcasters now get two of Chartable’s features. Shifts in podcast listening due to the COVID has meant publishers are desperate for keys to trends and changes.Ĭhartable’s data-tracking of 12,000 podcasts (US only) found downloads by listeners in the week ending September 21 were up over 150% from the first week of 2020. It will also allow Spotify to offer better measurement data for audio ads within music, video ads and display ads.Ĭhartable, meanwhile, is a podcast analysis platform which provides tools for “tens of thousands of podcasters” and publishers like the Wall Street Journal and ViacomCBS to learn more about their listener base and expand their audience. “As part of Spotify, Podsights will be able to utilise Spotify’s technology and intelligence to bring more accurate measurement and actionable insights to podcast advertisers around the world,” said Spotify. It will allow Spotify advertisers access to greater data, such as who clicked on an ad and if they made a purchase, the company said.
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