As Spotify makes podcasting more of a priority, and continues to chip away at Apple, the company has launched Streaming Ad Insertion, a new proprietary podcast ad technology that will power Spotify Podcast Ads.
Spotify says its new technology will leverage streaming to deliver Spotify’s full digital suite of planning, reporting, and measurement capabilities for Spotify original and exclusive podcasts. This includes data such as actual ad impression, frequency (number of times a listener heard the ad), reach and anonymized audience insights (age, gender, device type).
Spotify says the shift in consumption from downloads to streaming has opened the door for advances in data-driven podcast advertising.
Puma was among Spotify’s first partners to test SAI and the Spotify says the results were big. “They ran host-read ads during Spotify Original podcast, Jemele Hill Is Unbothered, and the ads resulted in ad recall lift by +180%.