In a recent report, Advertiser Perceptions asked over 200 podcast advertisers, 2 “Which buying method works best for achieving your company’s podcast campaign KPIs?” The top two responses by a wide margin were “by audience segment” and “across a podcast network”. 1 Advertisers like Volkswagen and Saks have taken advantage of this new offering. Today, the network includes the audiences listening to podcasts from our four studios (Spotify Studios, The Ringer, Gimlet, Parcast) and leading third-party podcast publishers like ViacomCBS and the Wall Street Journal.Īdvertiser reaction has been promising: within three months of launch, nearly 60% of Spotify’s US podcast advertiser base is advertising with the Spotify Audience Network. Advertisers can reach highly engaged, targeted audiences within podcasts both on- and off-Spotify. With the Spotify Audience Network, advertisers have a broad range of easy-to-use, audience-based targeting tools including demographic targeting, geographic targeting, and even audience segment targeting. This has made it challenging to target your customers at scale. And while title-based buying remains an effective way to align with trusted podcasts and hosts, an advertiser’s reach is limited to a specific title. Why does this matter? Advertisers have historically bought podcast ads on a title-by-title basis.

In other words, we’re unlocking audience-based buying for marketers like we’ve never done before. After a successful launch in the United States in April, we are excited to announce that we are expanding this first-of-its-kind marketplace to Australia, Canada, and the United Kingdom.Ī quick reminder: the Spotify Audience Network is an audio-first advertising marketplace that makes it possible for advertisers of all sizes to connect with listeners across a broad range of content on- and off-Spotify, including Spotify Originals & Exclusives and content from third-party Megaphone publishers.

We introduced the Spotify Audience Network at our virtual Stream On event back in February.

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