Music streaming service Spotify has created a new way for marketers to reach their target audiences with the launch of Call-To-Action (CTA) cards, a series of clickable, interactive companion display units for audio ads.
Powered by Spotify’s Streaming Ad Insertion (SAI) technology, these CTA cards will be tied to the audio ads that Spotify users listen to during their podcasts and provide them with an easier, more accessible way to interact with brands. Thanks to this technology, advertisers and marketers will also be able to view the performance of their campaigns, while Spotify’s suite of measurement solutions will provide them further insight on the impact they have.
Having launched earlier this year in the US, CTA cards have proven to be quite successful in appealing to consumers, with more people clicking on them, shopping through them, downloading applications from them, etc. Spotify’s internal research results proved that as the number of CTA cards increased on the platform, so did the number of users that clicked on them, with marketers viewing greater ROI numbers in return.
CTA cards have proven to be more effective than regular audio ads on Spotify as people might hear an ad which might catch their attention, but then they might forget about it as they go on with their daily lives. However, CTA cards provide them with a visual cue that calls out to them then-and-there, while they continue to appear in locations relevant to where the audio ad was initially heard by the user up to seven days later.
Pieter Manten, head of sales AUNZ at Spotify commented on the launch: “We have been innovating audio in ways not previously possible for consumers, creators, and advertisers alike, with audio creation, distribution, consumption and monetization all taking 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. ”
Spotify has teamed up with companies such as Sportsbet an McDonald’s to test out this new feature, which is now available in Australia on all Spotify Original & Exclusive podcasts.