Spotify Introduces A New Ad Format For Podcasts That Puts Clickable Cards Inside Shows

Spotify is today introducing a new ad format aimed at podcasters which it’s calling “Call-to-Action Cards” — or CTA cards, for short. The feature, which is powered by Spotify’s streaming ad insertion technology, will display a visual ad in the Spotify app when the audio ad begins to play. The cards can be customized by advertisers with their own images, text and other clickable buttons that direct listeners to “shop now” or take some other action the advertiser is hoping to encourage.

Advertisers who adopt the format will also have access to reporting and measurement based on confirmed ad impressions made possible through streaming ad insertion. With streaming audio insertion, the content itself is paused, the ad is inserted and then the content resumes after the ad completes.