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Right now the podcasters who want to experiment with Spotify’s Music and Speech shows have to be hosted on the Spotify-owned Anchor platform and the content they make can still only be listened to on Spotify. There’s a few other things announced that will also help with that aim. Like many tech platforms, driving use and providing ways to move consumers across is a key objective. HOW TO RATE SPOTIFY PODCASTS FREEIf the SAI CPMs are much higher from podcasters, it will likely encourage them to send more of their audience to Spotify for listening, potentially a great opportunity for lots of free ads for the Spotify service. That’s obviously much harder to do with an audio read, unless you’re using a service like AMillionAds. There are lots of services that take the Facebook ad response data and re-designs and test hundreds of thousands of different creatives. Where more niche targeting can be useful is in the ad creative that you might use. The ability to create very targeted groups to reach via social etc seems like magic, but for many advertisers what they actually want is a broad audience. The harder thing is access to ‘first party’ data to allow the very specific targeting, but there’s way to get that, or infer that - we’ll see whether it’s enough for the big agencies. For Spotify’s competitors, it will be relatively easy for them to identify streamed inventory vs downloads, so these too could could be addressed differently for their clients as well. Of course, for all ad sales point, having an edge or a difference is necessary when you’re competing in a relatively commoditised market. The key question will be whether the level of interest and use of SAI by ad agencies means that the CPM rate of those listens are higher, making an appreciable difference to the money a show will make. I guess they’ll just insert ad markers as normal, and on Spotify they may get an SAI ad, and one sold the traditional way for downloaders. In reality this change doesn’t mean much of an alteration for Megaphone partners. Megaphone is an Acast/DAX-like service, predominantly for US shows. Up to now this has mainly been during Spotify Originals or shows from its own studios Gimlet and Parcast, but it plans to open up the inventory by including shows hosted and monetised by Megaphone, that it acquired last year under the Spotify Audience Network banner. ![]() They’re also expanding their self-service advertising system to podcasts as well, so anyone can run ads across their shows. If you want your ad to go to 21 year-old women in New York who like Cardi B and listen to keep fit playlists, then you can target an ad that way. ![]() This is very similar to the Facebook advertising model. This, allied with the fact all Spotify listeners are ‘logged in’, means advertisers can be more targeted with their campaigns and they know the ads have been heard. HOW TO RATE SPOTIFY PODCASTS DOWNLOADThe difference they’re taking to the market, is that shows delivered on Spotify are streamed rather than downloaded, meaning that you’re getting actual listening measured vs a download number, when all you know is that a file’s been downloaded. Streaming Ad Insertion is their big advertising push. Looking at their other announcements, there’s definitely some firmer statements on things I’ve been guessing about. Any opportunity for helping people with unique voices is definitely a good thing. What is good news is the expansion of Sound Up, its initiative to help under-represented podcasters get noticed, get training and get exposure. On the podcasting front there’s a few interesting things for creators to think about. I’ll be disappointed if neither does a Squarespace read. HOW TO RATE SPOTIFY PODCASTS SERIESThe event covered a lot of ground - the expansion of its service to 80 more countries and 36 languages, HD audio, new advertising and promotional opportunities for music companies, more products for advertisers and a range of podcast initiatives, including a new Spotify Original podcast series with Barack Obama and Bruce Springsteen. Good news for all, except perhaps other middlemen. Alongside digs at radio, music stores and the digital advertising market, Spotify positioned their platform as the perfect place for artists, podcasters, advertisers and listeners. Yesterday’s StreamOn, a 90-minute presentation from Spotify extolled the virtues of its streaming audio world. ![]()
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