Spotify to let advertisers target podcast listeners

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2019, 8:18 AM UTC

The tool is being launched in ‘select markets’ to reach users who listen to categories like comedy, lifestyle and health

The music streaming app is now segmenting users according to the podcast they stream, allowing brands to target ads to podcast listeners. The new audience segmenting tool for brands is currently available in the US, Canada, Mexico, Brazil, UK, France, Germany, Italy, Spain, and Australia markets.

This article says that Spotify has been marketing podcasting aggressively and recently announced a deal with Barack and Michelle Obama to co-produce podcasts. Spotify has also been testing new audio ad formats, partnering with Unilever to test voice-enabled ads on mobile devices that let users respond to the ads.

Reports from Kantar suggests that the audio company may have a hard-time monetising its podcast real estate. The app has 123 million monthly users on its free, ad-supported service.

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