Spotify launches clickable call to action cards for audio advertisers

Spotify has launched call-to-action (CTA) cards, a new and interactive way for marketers to reach their target audiences through a series of clickable, interactive companion display units.

The CTA cards are powered by Spotify's Streaming Ad Insertion (SAI) technology for a seamless experience and are tied to audio ads that users listen to click through to brands, products and services.

The CTA cards will appear in the music streaming service app as eye-catching visuals, with customisable text and clickable features such as "Shop Now".

For advertisers and marketers, this delivers a chance for better campaign engagement. Spotify also has a suite of measurement solutions that will provide further insight into the campaign's impact. Recent tests have shown a double increase in site visits with the new clickable ads compared to non-clickable podcast ads.

CTA cards were launched in the U.S. earlier this year and have proven successful in appealing to consumers who have clicked, shopped and downloaded applications through them. According to Spotify's internal research results, the number of CTA cards increased on the platform and the users who clicked on them, with marketers viewing more significant ROI numbers.

They have also proven to be more effective than regular audio ads on Spotify. CTA cards give listeners a visual cue that calls out to them then and there. At the same time, they continue to appear in locations relevant to where the audio ad was initially heard by the user up to seven days later.

Pieter Manten, head of sales AUNZ at Spotify, said: "We have been innovating audio in ways not previously possible for consumers, creators, and advertisers alike, with audio creation, distribution, consumption and monetisation all taking place in a single platform.

"With CTA Cards, we continue to build on the innovation available to the Australian market, as consumers can select the moment they want to be discovering and shopping on their own terms, which enhances their experience," he added.

The product is available across select Spotify Original and Exclusive podcasts locally, with Sportsbet and McDonald's being early adopters of the product in the Australian market.