Podcasts have emerged at the centre of audio’s renaissance. Still, despite the impressive rise of the medium, there’s untapped potential and massive runway for growth: In the US, for instance, podcasts currently account for only 0.6% of total digital ad spend.¹ Here at Spotify, we believe that podcast ads will soon experience a necessary evolution and modernisation — just as display advertising did with the advent of viewability. That’s why we’re moving the industry forward with Streaming Ad Insertion: a new technology that unlocks digital planning, reporting, and measurement for advertisers.

In our new whitepaper, available to download now, we break down where the podcast revolution is headed next and how we got to where we are now. In it, you’ll find insights on the evolution of the medium—from the first podcast in 2004, to Serial’s medium-defining popularity in 2014, to the rise of Dynamic Ad Insertion as a newer solution for advertisers. We highlight what the challenges have been for podcast advertisers so far, and explore how Streaming Ad Insertion will help solve them, all while considering future innovations to come.

We’ve also put together a podcast ad checklist with essential tips for podcast advertisers. Informed by our first-party data, this simple guide can help you make the most out of your podcast ads.

We’re in the midst of an unprecedented period of podcast and audio innovation. From consumer innovations like social audio, to video podcasts, to ad tech innovations like SAI, the audio landscape continues to open up new opportunities for advertisers.

Download our whitepaper to learn the history of podcast advertising and explore its future. And remember to stay nimble—the podcast medium is still ripe for innovation.