Buying classic rock or hip-hop listeners has been a way advertisers could segment Spotify users. But as the streaming music service looks to monetize its growing investment in podcasting, it will now allow ad buyers to specifically target podcast listeners.
The new capability had been expected and so far it isn’t available worldwide. The Drum reports podcast targeting is only an option for ad buyers in the U.S., Canada, Mexico, Brazil, U.K., France, Germany, Italy, Spain and Australia. So far it’s enough to attract two major advertisers – Samsung and 3M have reportedly placed podcast-specific ad buys with Spotify.
Just how many Spotify music users are also tuning to podcasts isn’t known. The company hasn’t released any details. Spotify says it had 217 million monthly active users worldwide during the first quarter, of which 100 million are subscribers.
Even as it has spent more than $400 million to date building its podcast business, Spotify has also been growing its exclusive content. Riggle’s Picks with Rob Riggle & Sarah Tiana has just announced it has relocated its third season to Spotify, where it becomes one of company’s exclusive podcasts. In the show, actor-comedian Rob Riggle and comedian Sarah Tiana take on everything from sports, pop culture, their favorite TV shows and films and interviews with celebrity guests. New episodes will be published each Thursday. It follows an announcement that Spotify had signed a multiyear alliance with President Barack Obama and Michelle Obama’s production company Higher Ground.