Spotify Begins Testing In App Offers for Podcasts

The new feature builds on its Streaming Ad Insertion technology

In App Offers will enable podcast advertisers to resurface offers to listeners Spotify

Spotify is expanding on the Streaming Ad Insertion technology it introduced in January with a test of In App Offers, which will bring interactivity to podcast ads.

The streaming platform said it is alpha-testing In App Offers with Harry’s in the U.S. on Last Podcast on the Left and with HelloFresh in Germany on Herrengedeck.

In App Offers will enable podcast advertisers to resurface offers to listeners, along with a new visual ad experience, and those listeners can redeem offers in the application right then and there, rather than having to remember and manually input lengthy coupon codes and vanity URLs.

Spotify said that when a listener is ready to redeem an offer, they can return to the episode page and click on the offer card, at which point their browser will open to the advertiser’s landing page for immediate action.

SAI is currently available to select advertisers in Germany, and Spotify said it will be made more widely available in the U.S. this summer.

The technology leverages streaming to deliver Spotify’s full digital suite of planning, reporting and measurement capabilities for Spotify original and exclusive podcasts.

Spotify added that podcasts currently reach 100 million Americans 12 and older every month, and it is seeing triple-digit growth in their consumption on its platform year-over-year. David Cohen is editor of Adweek's Social Pro Daily.