Spotify Brings Streaming Ad Insertion Podcast Ads to Germany

The technology debuted at CES 2020 in January

Spotify revealed Tuesday that the Streaming Ad Insertion technology for advertising during podcasts, which debuted at CES 2020 in January, was extended to Germany.

SAI enables advertisers to use the same tools they had been using to run ads on its free, ad-supported music service and tap into the podcast arena.

Why Germany? Spotify said nearly one-half of young Germans listen to them, adding that podcast listeners on its platform nearly doubled in the country over the past year.

The streaming service added that the number of German-language podcasts on its platform exploded from 2,000 in 2018 to 22,000 at the beginning of this year.

LinkedIn tested SAI in Germany in the latest episode of the Herrengedeck podcast and drove a 10-point (over 80%) lift in ad recall.

SAI brings Spotify’s full digital suite of planning, reporting and measurement to original and exclusive podcasts, giving advertisers insights into real ad impressions and creative performance, as well as the option of digitally measuring the impact of their investments in podcast ads.

Spotify head of ad sales for Germany Sven Bieber said, “Many of our German Spotify original and exclusive podcasts are chart toppers and have won awards in five out of seven categories at the first German Podcast Awards. This demand makes Germany a key market in Spotify’s podcast strategy and a natural fit for the expansion of SAI following the U.S launch in January. For marketers, podcasts deliver reach among all Spotify users––more than 70% of German podcast listeners are Premium users––and the opportunity to connect their brand to trusted hosts and popular content. We’re excited to expand our SAI technology to offer digital solutions to German podcast advertisers as we see a growing demand for measurement.”