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NPR becomes the latest publisher to join the Spotify Audience Network, a pubcaster announced at Spotify’s annual Stream On event this month. While the way some ads are sold will change and the list of targeted ad categories will expand, public media executives say it won’t change how the ads sound to listeners of podcasts produced by NPR. I’m here.
Spotify says its ad network has grown eightfold in the past two years.
Gina Garbo, president of National Public Media, NPR’s sponsoring subsidiary, said: “NPR viewers appreciate the brands they support, and part of that loyalty comes from the custom her creative style runs within NPR shows,” she said last week. said at her Podcast Movement conference.
The advertising deal with Spotify came at a time when NPR was facing an unwelcome advertising market. NPR reportedly made $134 million in advertising revenue for him through corporate underwriting last year, and much of his growth in recent years has been related to podcasting. However, economic uncertainty has led many companies to refrain from such marketing. CEO John Lansing said: Interview with his own network That’s why NPR is taking steps to cut costs in its plans. lay off about 1 in 10 employees in the network.
Garrubbo said working with Spotify will allow NPR to supplement direct sales while also tapping into a wider range of advertising categories for potential sponsorships, including travel, consumer goods and retail. It builds on National Public Media’s success in building a foundation for direct response and Fortune 500 brands. Especially from the tech, finance and B2B sectors.
As part of the new partnership, NPR is also moving to the Megaphone hosting platform. The deal also provides the network with additional insights from his Podsights and Chartable, Spotify-owned attribution companies used by advertisers.
“Attribution is important,” says Garrubbo. “We were one of the first publishers to use Podsights, and it is a great tool for brands and agencies looking to understand their audio spend.”
The deal also allows NPR to appeal to advertisers who want to buy programming with a wider range of content than the public network produces. “We’ve seen a shift from brands wanting to buy sponsorships at one particular show to the vast majority of brands applying a layer of targeting,” he said.
Reach new listeners
The average age of NPR listeners is 51, and the majority of radio listeners are 44 and older. This compares to the majority of podcast listeners being between her 18 and her 44 years old. Within its reach among young people. Spotify says it will reach half of GenZ in the US
“NPR has long been a voice for listeners from around the world. Over the last few years, we’ve focused on creating content for and by our young and diverse audience.” says Garrubbo. “I have to say that Spotify would be a great partner to help NPR grow its audience.”
Emma Vaughn, Global Head of Advertising Business Development and Partnerships at Spotify, said streamers reach more than 500 million monthly active users in more than 180 countries around the world, and NPR is pushing shows to reach more listeners. said it helps to
“As part of the Spotify Audience Network, we will be able to offer large-scale NPR audience purchases and access to clients who are not necessarily for sale,” said Vaughn. “The new Discovery her update announced by Spotify on Stream On will really help partners like NPR reach new audiences,” she added.
This month, Spotify announced several new features as part of a new dynamic mobile interface designed to showcase your next favorite artist, podcast, or audiobook. Podcast previews were introduced, allowing listeners to sample the show in their home feed. We also announced podcast chapters that allow listeners to browse episodes by topic or section. According to Spotify, producers can add chapters to episodes simply by including a timestamp in the episode description.
Spotify is now also rolling out autoplay for podcasts. So when the podcast ends, it automatically starts playing another episode that matches your tastes and is relevant, much like your app does for music.
“NPR has been at the forefront of audio for a long time,” says Vaughn. “And we are building with them something that can be scaled across the industry to become a trend that lifts all audio ships.”
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