Today, we’re excited to announce that the Spotify Audience Network is coming to Sweden. 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 such as Kompaniet, Vad? med IJustWantToBeCool, and Gynning & Berg - Hittar sig själva, as well as podcasts from third-party publishers and creators such as NPR, Wall Street Journal and Vox.

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 Sweden, 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 are already a beloved medium for consumers in Sweden and importantly they present a unique opportunity for advertisers to reach an engaged, leaned-in audience. That’s why we’re continuing to invest in tools and resources that make it easier for advertisers to reach their target audience through podcasts. With the launch of the Spotify Audience Network, we’re meeting a key advertiser need which is to help scale and target their podcast campaigns.”

— Ed Couchman, Head of Enterprise Sales, Northern Europe

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.