Bringing scale and precision to podcast advertising.
Today, we’re excited to announce the official launch of the Spotify Audience Network in India. The Spotify Audience Network is an audio-first advertising marketplace that makes it possible for advertisers of all sizes to connect with podcast listeners both on- and off-Spotify. The Spotify Audience Network is made up of a broad range of shows, including Spotify Podcasts and Spotify Exclusives, as well as podcasts from third-party publishers and creators such as Audio Pitara and Ideabrew Studios.
“Podcasts are an immersive medium, and so, while we focus on finding innovative avenues to integrate advertising, we also want to ensure that the brand and the messaging is relevant to our audience. The inclusion of the Spotify Audience Network is pivotal to our growth strategy, as it adds distinctive demand.”
— Aditya Kuber, Co-founder & CEO, Ideabrew Studios
Addressing podcast advertising's biggest unsolved challenges
Purchasing podcast ads through individual titles has long been the favored way to invest in podcasts, and we recognise the value for advertisers in aligning with trusted podcasts and hosts. However, this approach requires advertisers to work on individual terms with podcast hosts, and limits the advertiser’s ability to target audiences with precision—making it hard for advertisers to scale their campaign. The Spotify Audience Network addresses these challenges head on and means brands can now maximize the podcast ads opportunity by taking advantage of these two different buying methods.
Reaching your audience at scale
The Spotify Audience Network not only brings scale to podcast advertisers in India, but also allows advertisers to reach their audience with precision, using our suite of targeting features including geographic and contextual targeting. Imagine you’re an athletic brand wanting to target people who are interested in sports. With the Spotify Audience Network, you can now target an audience listening to Sports podcasts, reaching listeners across a broad range of Sports content.
“Podcasts present an exciting and growing opportunity for advertisers to reach an engaged, leaned-in audience in India. At Spotify Advertising, we’ve been continuing to invest in tools and resources that make it easier for brands to reach their target audience through podcasts. That’s why we’re very excited to announce the launch of the Spotify Audience Network, which meets a key advertiser need: to help scale and target their podcast campaigns.”
— Arjun Kolady, Regional Head of Ad Sales
Creating opportunities for podcasters of all sizes
Alongside scaled, audience-based podcast buying, the Spotify Audience Network also presents a unique opportunity for podcast publishers and creators to effectively monetize their content. From globally recognized publishers to independent local podcasters with a smaller but fiercely loyal fanbase; opting into the Spotify Audience Network gives these creators scaled monetization opportunities.
“We are always looking for new ways to bring in advertising that not only drives greater revenue but also provides personalized and valuable messaging for our listeners. The Spotify Audience Network will be a critical addition to our monetization efforts by bringing us incremental, unique demand that helps ensure more of our impressions are filled by high-quality and brand-safe ads.”
— Tapan Gupta, Co-Founder, Audio Pitara
Eager to learn more?
Contact your Spotify client partner to learn more about how your business or brand can scale its podcast ads campaign across the Spotify Audience Network.