Podcast ad specs & requirements

Authentically tell your story to an engaged audience of podcast listeners across 400+ owned and exclusive titles.

Podcasts present a unique opportunity for brands. Through the intimate and high-quality environment of podcasts, brands can reach highly engaged audiences like never before.

As a result, podcast ads drive meaningful engagement for advertisers — from brand-building to direct response objectives. Advertisers can have their messages delivered by trusted voices or leverage more turnkey audio creative options that fit natively into the content. We now have a wide range of podcast advertising opportunities available at Spotify, and we’re here to help you get started.

Mobile, Desktop, Tablet, Web Player, Gaming Consoles, Smart TVs, Connected Speakers, In-Car, Wearables

So you're about to create your own podcast ads...

That's great! To ensure a good experience for our listeners, there are minimum requirements that must be met for all Spotify Podcast Ads. From tech specs to creative rules, we’ve outlined the boxes that need to be checked when writing and producing Spotify podcast creative. Without these, the ads may not get approved to run.

Audio Specs

Here are the mandatory technical specs for your podcast ad, based on industry standards.

Max length is 30 seconds (both for pre-rolls and mid-rolls).
Keep your message within 30 seconds to hold listeners’ attention and to avoid skipping.

.mp3 format
Required for ad trafficking.

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 Depth of 192kbps
Important for good quality audio. Think of bit depth as the resolution of a digital photograph.

If your ad has music or 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. This means an integrated average loudness of -16 LUFS (+/- 1.5 LUFS) and a True Peak limit of -2.0 dBTP.
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.

Leave 0.5 sec of silence at top and tail of bounce.
This allows for a pause between other spots and content so the transitions are not jarring for the listener.

Creative Recommendations

Podcast ads should be a non-disruptive listening experience, so don't kill the listeners' vibe when your ad begins to play. Here are some creative recommendations to consider when creating ads for the podcast environment. Please note that these recommendations become mandatory for ads running on our Original & Exclusive podcasts, including Ringer, Gimlet, and Parcast titles.

Your script should be conversational.
Listeners should feel like they're hearing about a product from a friend. Avoid making it loud, shouty, or overly animated—like an old-school radio ad. It should sound like an extension of what they're listening to.

The recommended word count for a 30-second ad is 60-90 words.
A slow cadence and well-timed pauses help listeners absorb more information. Be economical with words to avoid rushed ads and breathless, non-stop voiceover.

Music and SFX can be used sparingly as long as it complements the message vs. interferes with it; avoid music tracks with lyrics.
Music/SFX can be distracting for the listener if it competes with the VO or disrupts the message of the ad.

Ads should not include claims that lack credible evidence; statistics must be backed by a source.
Podcasts are a trusted listening environment. Keep in mind that many shows are considered journalistic, so listeners and hosts are very aware of claim language or falsehoods.

To make sure our listeners get the best experience, Spotify reserves the right to review and approve any pre-produced spot before launch. Please note: this is a skippable ad format.

We’re taking podcast advertising to the next level

Have you heard: The podcast revolution is here. And we just announced some exciting news to help advertisers be a part of it. Read our latest announcement to learn more and get started with this exciting and popular medium.
Legal Terms: Advertiser will provide or approve all materials for ads, including without limitation audio content and scripts ("Ad Materials") in accordance with Spotify's specifications or policies. Spotify may reject Ad Materials in its reasonable discretion, including but not limited to for unsatisfactory technical quality, objectionable or unlawful content, incorrect price or other incorrect or inaccurate information, or if the Ad Materials violate any of Spotify's policies or applicable laws, rules, regulations, or applicable self-regulatory codes of conduct ("Laws"). Advertiser represents and warrants that it has all necessary licenses, rights, consents and clearances to use the Ad Materials and to enable Spotify to display, publish, transmit, and distribute the Ad Materials on Spotify properties, including paying all applicable royalties, payments and fees (e.g. performing rights society fees), and that the Ad Materials do not violate any Laws. Advertiser will indemnify, defend, and hold Spotify and Spotify group companies harmless from and against any and all third-party claims or liabilities arising out of or relating to the Ad Materials and the products and services they advertise. In the event of a conflict between any Insertion Order or other agreement and these terms, these terms will control. By submitting Ad Materials to Spotify, you agree to these terms and guarantee that you are authorized to accept these terms on behalf of the Advertiser.

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