Spotify will display clickable ad banners in its app in the US while playing an audio ad in a podcast. The so-called call-to-action cards are intended to generate more visitors to advertisers’ websites. The clickable banners only appear in the US for now.
As soon as a new ad for a product or service starts playing in a podcast, a so-called call-to-action card (cta card) will soon appear in American mobile smartphone apps, according to Spotify. This can be on the landing page of the podcast itself, in the detailed view of a podcast episode or at the bottom of the screen of the control panel.
Such a CTA card will contain the name of the company that bought the podcast ad, a small image, a short slogan and a button with which to respond to commercial offers. The cta cards will be featured in Spotify Original and Exclusive Podcasts, for both paying and non-paying customers.
According to Spotfy, advertisers will be happy with the new feature. After all, our own tests would show that clickable advertising banners generate twice as many website visits compared to advertising banners that are not clickable.
The feature is currently only being rolled out in the United States. The Swedish company has not yet shared whether and when the cta cards will appear in other countries. It is not clear whether Spotify will use the CTA cards in its desktop applications.
