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Spotify announces call-to-action cards for interactive audio ads

 Spotify’s newest ad experience, call-to-action cards (or CTA cards) are now officially available to advertisers in the UK, Australia and Canada (where nearly half of the population uses Spotify on a weekly basis). This follows the U.S. launch earlier this year. 

CTA cards are an interactive, multi-way experience powered by streaming. Using Spotify’s ad tech, Streaming Ad Insertion, CTA cards make podcast ads interactive for the first time, transforming the format from something that can only be heard, into an experience that you can also see — and, most importantly, click. 

 CTA cards will appear in the app as soon as an ad begins playing, and will resurface later on while a user is exploring the Spotify app, making it easier to check out a brand, product or service heard while listening. Through eye-catching visuals, customisable text, and clickable options like ‘Shop Now’, CTA cards allow users to directly discover products and services without having a hard-to-remember promo code or vanity URL. 

Spotify’s recent tests showed a 2x increase in site visits with these new clickable ads compared to non-clickable podcast ads. Brands including BT, GoDaddy and Huel  have been early adopters of CTA cards in the UK.

New research conducted in partnership with Nielsen revealed that more than a third of the UK population uses Spotify on a weekly basis, making it the most used digital audio platform in the UK. One in five UK adults listen to podcasts via Spotify on a weekly basis. What’s more, 34% of Spotify users say they pay full/most attention to ads on Spotify, +62% more than radio listeners.

You can find more details on the Spotify and Nielsen research on UK listeners here.