Podcast ad specs & best practices
Podcast ad specs
Our technical specs are mandatory and based on industry standards. Make sure you check these boxes when writing and producing Spotify podcast creative. Without them, the ads may not get approved to run.*
Spotify Ad Studio is able to accept any creative up to 30 seconds.
For Direct IO, the maximum length is 30 seconds for pre-roll ads and 60 seconds for mid-roll ads. If you're running both pre-rolls and mid-rolls, keep your message to within 30 seconds to hold the listener’s attention and reduce the chances of skipping.*
We recommend no more than 65 words for a 30-second ad.
Note: The recommended script length is 100 words for a 60-second ad.
File Type
- Direct IO
MP3 required for ad trafficking via Direct IO.
Sample Rate of 44.1kHz Required for ad trafficking. Audio with the wrong sample rate runs the risk of playing at the wrong speed.
Bit rate of 192kbps
Important for good quality audio. Think of bit rate like the resolution of a digital photograph.
Stereo
If your ad has music or sound effects (SFX), it will likely sound crowded in mono. Most music tracks are stereo, and bouncing to a mono file will flatten any spatial mixing on the track. Bouncing in stereo also allows you to place different components of the ad (music, SFX, VO) in different parts of the sound field for more engaging audio.
Overall Loudness: -16 LUFS.
Integrated average loudness of -16 LUFS (+/- 1.5 LUFS) and a True Peak limit of -2.0 dBTP. This ensures the ad volume is consistent with content and throughout the ad itself. If listeners feel the need to adjust their volume for an ad, they’re more likely to skip or feel interrupted.
Note: The True Peak limit is a maximum and not a number to necessarily reach. As long as the integrated loudness averages -16 LUFS (+/- 1.5 LUFS) and the TPL is equal to or less than -2.0 dB, the ad meets our spec.
Podcast ads are served across mobile, desktop, tablet, web player, gaming consoles, smart TVs, connected speakers, in-car, and wearables.
Podcast ad creative tips
Make sure your call-to-action at the end of the ad is delivered clearly. It should entice the listener and end on a conclusive note.
Also make sure your script copy reflects the campaign CTA, too. For example: “Go to {url} or this episode’s page to [learn more].”
No false advertising here — you're better than that. Ads shouldn’t include claims that lack credible evidence. Statistics must be backed by a source.
Remember: podcasts are a trusted listening environment. Many shows are considered journalistic, so listeners and hosts are very aware of claim language or falsehoods.
Call-to-action (CTA) cards
What's a CTA card?
CTA cards are interactive companions to Spotify podcast ads and a feature of Streaming Ad Insertion. They include brand visuals, clickable buttons, and customizable text that make it easy for listeners to take action.
CTA cards only appear to listeners who hear your ad. They pop up when your ad first plays and then appear on the podcast show and episode pages–for up to 7 days after exposure unless your campaign ends earlier.
Delivery is non-guaranteed.
CTA card specs and tips
Check out the technical specs for CTA cards and creative best practices to help you get started and build a relevant experience for your audience.
Consider leaving most of your companion display image free from text and logos to avoid duplicating your CTA or cluttering the user experience.
Clear names and descriptions can make your CTA card memorable.
You may use up to 30 characters for your brand or product name and 40 characters for your description.
Using more than one companion banner image and rotating it throughout your campaign can help to keep your message fresh and attract the listener’s attention. Companion banners appear as your podcast audio ad plays when the listener has the Spotify app in focus on their screen.
- Direct IO: Image types & sizes
1x Logo Image 640x640 minimum (JPEG or PNG) – optional
File type: JPEG Max file size: 200 KB - Ad Studio: Image types & sizes
1x Logo Image 112x112 minimum (JPEG or PNG) – optional
1x Companion Image 640x640 (JPEG or PNG) Max file size: 200 KB - Advertiser Name Brand’s name. 30 characters maximum.
- CTA description Description of the brand’s offering or message. 40 characters maximum.
- Click-through URL You must provide a click-through URL for your CTA (only one URL can be used).
Mobile, Desktop, Tablet
Note: CTA cards only appear to listeners who heard your ad. They’re delivered on a non-guaranteed basis.