Spotify Audience Network lands in UK, Australia and Canada with far-flung targeting

The Drum 29 Jun 2021 11:00

Spotify has expanded the Spotify Audience Network beyond the US, encouraged by early results from the advertising product and the effectiveness of targeting in the audio space.

Having been in the US since April, the audio marketplace has been made available in the UK, Australia and Canada. The Drum explores what this means for the audio company.

What it means

It makes available listeners across ad-supported music and premium podcasts – including those hosted on Spotify-owned Megaphone.

It’s a growing part of the business, with testing already under way to introduce the format on its self-serve ad platform Spotify Ad Studio, starting with Spotify Originals and Exclusives for US advertisers.

Spotify claims that nearly 60% of its US podcast advertiser base is advertising with the Spotify Audience Network. This includes Volkswagen and Saks.

It promises “a broad range of easy-to-use, audience-based targeting tools including demographic targeting, geographic targeting and even audience segment targeting”.

What advertisers need to know

Kimberly Gardiner, senior vice-president of marketing at Volkswagen, said the “lack of audience targeting has largely restricted us from investing in the space”, and that this network is what made it make the leap. Targeting is hugely important in driving education and sales of its electric vehicles.

It claims that with the added targeting intelligence, Megaphone podcasts that joined saw greater monetization, with fill rates increase by more than 10% and CPMs increase by more than 40%. With more advertisers in the mix too, there are fewer issues with frequency capping.

Learn more about Spotify’s brief but bold push into podcasting here.

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Spotify StudiosUSVolkswagenKimberly GardinerSpotify
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