Spotify is expanding its clickable ‘call to action’ audio advertising cards beyond just the United States.
Reports from Australia highlight how the new call to action (CTA) cards are available for marketers to target audiences through the Spotify app. These CTA cards are powered by Spotify’s Streaming Ad Insertion (SAI) technology to provide the end user with a seamless experience to navigate to brands heard while streaming music.
The CTA cards appear in the app over the podcast art and feature visuals, with customizable text and clickable features. Spotify also provides advertisers with a suite of measurement solutions to provide insight into the CTA cards’ advertising impact. “Recent tests have shown a double increase in site visits with the new clickable ads compared to non-clickable podcast ads,” reads one early advertisers report.
Even Spotify’s internal research on the United States launch of CTA cards found marketers saw an increased ROI versus non-interactive ads with the same visuals. One important feature that helps retention is that the CTA cards give listeners a visual cue that calls out to them at the time. The ad continues to appear in locations relevant to where the audio ad was initially heard by the user up to seven days later.
“We have been innovatinv audio in ways not previously possible for consumers, creators, and advertisers alike,” says Pieter Manten, Head of Sales AUNZ at Spotify. “Audio creation, distribution, consumption, and monetization all takes place in a single platform. With CTA cards, we continue to build on the innovation available to the Australian market, as consumers can select the moment they want to be discovering and shopping on their own terms, which enhances their experience.”