“We want to grow this in a meaningful way that allows creators to do what they love doing, which is to create content and make money off of it while providing listeners an experience that feels natural and respects their space and time,” he said. Some popular podcast hosts are even given free rein to riff on the advertiser’s product however they see fit.įor Villaseñor, all of Spotify’s advertising tools serve to accomplish two complementary goals. Like radio ads of the past, this often feels less obtrusive for listeners. This can also explain why so many podcast hosts read ad scripts themselves.
This provides advertisers with more robust reporting and measurement on their podcast ad campaigns.Īccording to Spotify’s own research, 75 percent of listeners are more likely to remember an audio ad if it matches the style of the podcast. Spotify’s main advantage to advertisers, according to Villaseñor, is that Spotify is able to capture streaming data and actually determine confirmed ad impressions for podcasts. “Spotify has this huge opportunity right now, and a big part of that involves moving full speed ahead on podcasts and creating tools for advertisers and meaningful experiences for listeners.” Dynamic ad insertion and host-read copy “We’re investing massively on the advertising front,” Villaseñor said. Spotify has since also acquired the tech company Whooshkaa, whose platform allows radio broadcasters to convert their audio content into on-demand podcasts. It bought the podcast publishing platform Megaphone as a way to help enterprise publishers grow their podcast businesses. It has also bought up smaller tech companies to help bolster its advertising offerings. The company has rolled out numerous podcast advertising features like Streaming Ad Insertion, Spotify Ad Studio, and the Spotify Audience Network in the last few years. Spotify has been investing massively in podcast advertising in recent years as it looks to “rewrite the playbook” for brands’ use of the medium. “We're just taking a new adaptation of that and making it really dynamic and flexible.” “Native content within a podcast is basically just radio ads, which have existed for a very long time,” he said. But despite the technological advances he’s pursuing as the director of product design at the world’s largest audio streaming service, Villaseñor is the first to admit that in many ways his team is simply improving on a long-established format.
Michael Villaseñor is leading a native advertising revolution at Spotify.
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