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A new podcast advertising format from the audio platform Spotify hopes to make hard-to-remember vanity URLs a relic of the past.
The new feature, called a Call to Action card, offers a visual, clickable accompaniment to the audio ads that punctuate podcasts.
The cards not only appear during the ad read itself; they also linger as an interstitial ad on the podcast page, the episode page and the now playing view when the episode is playing. The cards will live on those surfaces for seven days or until the campaign ends, said Jay Richman, the vice president and global head of advertising business and platform at Spotify.
“In podcast advertising, where the listener experience has been defined by hosts repeating coupon codes ad nauseam or spelling out overly long website addresses with unique tracking codes in hopes that we can remember at all, this is a huge innovation,” Richman said.