Tag: Spotify Ad Studio

Spotify Is Building on Megaphone’s Capabilities With the Acquisition of Whooshkaa

December 16, 2021

Over the last two years, Spotify has been focused on modernizing digital audio advertising to drive growth for creators and publishers while delivering impact for advertisers. In November 2020, we acquired Megaphone, which enabled us to offer podcast publishers innovative tools to help them earn more from their content. Throughout 2021, we unveiled new features for Streaming Ad Insertion, unlocked podcast ad buying in Spotify Ad Studio, and introduced the Spotify Audience Network. Since the launch of the Audience Network, we’ve seen a double-digit increase in fill rates and a double-digit lift in CPMs for opted-in Megaphone publishers. 

Simply put, by modernizing ad monetization for podcasts, we’ve been able to help enterprise podcast publishers grow their businesses, with nearly one in five Spotify advertisers now participating in the marketplace.

We’re committed to continuing to help publishers worldwide grow their podcast businesses. That’s why today we’re announcing our acquisition of Whooshkaa, an Australia-based podcast technology platform that gives independent creators, publishers, broadcasters, and brands a cost effective, end-to-end platform to host, distribute, monetize, and track on-demand audio. Whooshkaa offers radio broadcasters a specialized tool that makes it simple to turn their existing audio content into on-demand podcast content. As part of the acquisition, we plan to soon integrate this technology into the Megaphone suite. 

Here’s what it means for publishers and advertisers.

Supercharging publishing

Megaphone, the podcast platform of choice for leading enterprise publishers like AdLarge Media, the Wall Street Journal, and the Australian Radio Network, offers a comprehensive suite of powerful podcasting tools that can help publishers create, monetize, and measure their podcast businesses alongside our white-glove customer service. With the integration of Whooshkaa’s broadcast-to-podcast technology into Megaphone, radio broadcasters will be able to more easily and quickly turn their existing audio content into a podcast and access Megaphone’s industry-leading, differentiated suite of tools and technology.

Growing audience for advertisers

Audiences worldwide are tuned in to digital audio at record rates, with no signs of slowing. As the world’s most popular audio platform, Spotify is the place for advertisers to reach them.

With the Spotify Audience Network, advertisers are able to target audiences listening across our network of podcasts, including Spotify Originals & Exclusives, and third-party content via Megaphone and Anchor. Integrating Whooshkaa’s innovative broadcast-to-podcast technology means we’ll be able to bring even more third-party content into the Spotify Audience Network, helping advertisers to connect with even more audiences.

Just getting started

We believe we’re on the precipice of immense growth for the entire digital audio industry. To learn more about what the acquisition means for radio broadcasters, check out Megaphone.FM.

 

Forward-Looking Statements

We would like to caution you that certain of the above statements represent “forward-looking statements” as defined in Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities Exchange Act of 1934, as amended. The words “will,” “expect,” and similar words are intended to identify forward-looking statements. Examples of forward-looking statements include, but are not limited to, statements we make regarding the potential benefits of the acquisition and the anticipated timing of the closing of the acquisition. We intend such forward-looking statements to be covered by the safe harbor provisions for forward-looking statements contained in the Private Securities Litigation Reform Act of 1995 and include this statement for purposes of complying with the safe harbor provisions. Such forward-looking statements involve significant risks, uncertainties and assumptions that could cause actual results to differ materially from our historical experience and our present expectations or projections, including but not limited to the risks as set forth in our filings with the United States Securities and Exchange Commission. We undertake no obligation to update forward-looking statements to reflect events or circumstances occurring after the date hereof.

The Latest Spotify Audience Network Innovations for Advertisers and Anchor Creators

October 6, 2021

This past February at Stream On, we announced the Spotify Audience Network, our first-of-its-kind audio advertising marketplace that enables advertisers to connect with listeners enjoying a broad range of music and podcast content. Since then, we’ve launched the network in the U.S., U.K., Australia, and Canada with Spotify Originals & Exclusives and third-party podcasts from Megaphone publishers like The Wall Street Journal and ViacomCBS. What’s more, since launch, the number of podcasts in our network has grown by more than 50%—with even more on the way.

While the Spotify Audience Network is still in its early days, we’re pleased with the impact we’ve already seen from this new, audience-centric approach to podcast buying. The result? Greater reach for advertisers and higher earnings for opted-in Megaphone publishers. 

Introducing Anchor to the Spotify Audience Network

Behind the scenes, we’ve continued to develop new ways for podcast creators to earn from their work, including the launch of subscriptions and evolving Anchor’s monetization suite. And today, following a successful test period, we are officially opening up the Spotify Audience Network to Anchor creators in the U.S. 

Advertiser enthusiasm for the podcast industry has skyrocketed over the last year and with this launch, top Anchor creators will be able to take advantage of this growing demand while having yet another way to monetize their content. 

And for advertisers, the introduction of Anchor into the Spotify Audience Network will enable them to connect with even more immersed listeners as they stream some of the fastest growing, most dynamic podcasts in the world, such as Alyssa Milano: Sorry Not Sorry, How Long Gone, and Office Hours live with Tim Heidecker. Anchor powers 70% of Spotify’s podcast catalog, so this new capacity rapidly scales the breadth of advertisers’ reach.

“I’m really excited to be part of the Spotify Audience Network as an Anchor creator,” says the creator of rSlash. “Anchor’s been an amazing platform and has helped my podcast grow to where it is now. Based on the success Anchor and Spotify have driven for me so far, I have full confidence that the new monetization models they’re offering will help creators like me expand our businesses further.”

Podcast ads for all

But wait: there’s more. 

Advertisers of all sizes have been vying to take advantage of the benefits of podcasts, but it hasn’t been so simple. Until now, advertisers had to have a direct relationship with the Spotify team and a sizable budget to advertise in our podcast network. Now though, we’re leveling the playing field and soon, all types of advertisers—universities, independent artists, app developers, and more—will be able to realize the value of podcast ads. In the coming weeks, we’ll be introducing podcast ad buying to Spotify Ad Studio, our easy-to-use, self-serve channel. We’re starting in the U.S. with plans to expand to more markets in the future.

Giving advertisers more confidence and control while enforcing a brand-safe environment

Today, we’re also announcing that we’re joining the Global Alliance of Responsible Media (GARM) as the first audio platform among its ranks. As a member, we will help set brand safety standards in audio for the industry while ensuring we’re aligning to their already-established guidelines.

“This year, consumers called Spotify the most-trusted ad platform,” says Lee Brown, VP, Global Head of Advertising Business. “Maintaining that trust—both from our listeners and our partners—is of the utmost importance to us. We already do that through our content and brand safety policies, which utilize a combination of people and technology to moderate what’s appropriate. But there’s always more to do. GARM cements our commitment to this by adhering to a set of industry guidelines.”

What’s more, we are launching the ability to exclude sensitive topics, offering advertisers more confidence and control over where their message is heard across the network. We’re also supercharging our contextual targeting tools, enabling new controls to allow advertisers to target their messages against relevant podcast topics (think: an animal shelter reaching listeners while they enjoy a show about pets).

The time is now

Interested in learning more about these launches, including how to get started? Advertisers can find more details over at Ads.Spotify.com. And Anchor podcasters can learn more about the Spotify Audience Network and the full suite of monetization offerings over at Anchor’s blog.