The audio streaming media giant, Spotify has had significant developments in the previous year. In 2021 they introduced features like video podcasting and other experiences like Blend, which allow the listeners to merge their musical tastes with their friends as a single shared playlist. Lastly, Spotify had also introduced its own voice-controlled in-app experience, “Hey Spotify.“
Now, Spotify has introduced call-to-action cards for Podcast ads with the idea of bringing interactivity to the audio ad experience. Here’s all you need to know about it.
“Whether you’re blasting your personalized On Repeat playlist during your morning run, catching up on the week’s pop culture news with Higher Learning while you make dinner, or listening to Monica and Dax unpack the struggles of being human while stuck in traffic on Armchair Expert—music and talk are your constant companions.
But what happens when you hear an ad letting you know about Ulta’s “Hello Holidays” sale or an offer from Athletic Greens giving you 25% off when you sign up for a monthly subscription? You’re often forced to remember a promo code or URL, or make a mental note to look up the offer when you return to your phone or laptop. This process is far from seamless. That’s why we’re excited to announce a new ad experience launching across podcasts called call-to-action (CTA) cards.”, Spotify writes on their official blog.
The CTA cards will start to appear as soon as the podcast ad begins playing. They will also be resurfacing when the user is exploring the Spotify app, thereby making it easier to check out the service, brand or product the user heard while listening. CTA cards aim to make it easy for users to discover products of their interest without remembering a promo code or vanity URL. With this launch Spotify is making podcast ads interactive for the first time. It has transformed a full audio experience into an experience that users can see and “click.”
Keeping in mind the fact that digital audio is a multitasking-friendly and engaging medium, the ‘CTA cards’ are a step towards making audio an interactive and multi-way experience.