Spotify adds clickable podcast ads

Plus: What's next for cable, searching differently, and CES 2022 January 14, 2022 /ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM= Editor's note: eMarketer Daily will not publish on Monday, January 17, due to the Martin Luther King Jr. Day holiday in the US. [Spotify adds clickable podcast ads]() The news: US advertisers can now run clickable ads within the Spotify app, per a company press release. These ad experiences, which the company calls “call-to-action (CTA) cards,” are currently exclusive to select podcasts and aren’t offered with its music streaming service. Here’s how it works: Once a podcast ad starts playing, the CTA card pops up within the app, giving the listener the ability to click to a brand’s website or product page. These ads are not limited to the podcast page—they will also appear later on as users navigate the Spotify app. The bigger picture: Until recently, podcast advertising had a reputation for being less sophisticated than other forms, mostly because its audio format meant brands had to rely on inefficient methods such as exclusive promo codes or URLs to identify conversions. With its new clickable cards, Spotify hopes to bring podcast ads closer to the standards set by digital advertising, enabling brands to get a clearer sense of how well their investment is performing—and incentivizing them to advertise on the streaming platform. [Read the full article.]() [Are You Prepared for the Paradigm Shift?](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) Learn how your brand can stay relevant and align with consumer expectations. Hear how to gain opportunities within cultural moments, news headlines, and emerging stories to build actionable and real-time marketing responses. Join this live eMarketer Tech-Talk Webinar, presented by Sightly. [Register Now](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) /ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM= [The Weekly Listen: What's next for cable, searching differently, and CES 2022](/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) On today's episode, we discuss when cable households will dip below 50%, an alternative search engine to Google, clickable podcast ads on Spotify, what the "superest" super app is in the West, the biggest takeaways from CES 2022, some uncommon knowledge about sustainability, where sunglasses originally came from, and more. Tune in to the discussion with eMarketer principal analyst Paul Verna, analyst Blake Droesch, and director of reports editing at Insider Intelligence Rahul Chadha. ["Behind the Numbers" is made possible by Smartly.io. Listen in.](/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) [chart-image](/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) [Meet the Analyst Webinar: Digital Ad Trends](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) During this lively discussion, you’ll hear eMarketer’s 2022 forecast and trends related to digital advertising, including connected TV, retail media, and more. Learn how recent growth in spending will impact your strategy. Join eMarketer’s live Meet the Analyst Webinar, with presenting sponsor BERA. [Register Now](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) /ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM= [One platform wins big in the ad-supported streaming wars](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) Hulu raked in $2.1 billion in ad revenues between October 2020 and November 2021, by far the most of any ad-supported video-on-demand (AVOD) platform in the US. [See the chart.](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) [chart-image](=/ODY3LVNMRy05MDEAAAGB998cCtwMO712t9AOO-yQhZvb_51HKzKH7S6RU5itMwaq8u3usnxB4W3B3Q_4R17uKlVCnHM=) [Digital ad spending outlook blows past previous forecasts]() By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. 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