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Spotify has launched a new podcast advertising feature that features call-to-action cards. The feature is aimed at podcast listeners to boost brand awareness and recall.

Call-to-action cards are clickable interactive display units for digital audio advertisements. The cards consist of images and text to convey messages for podcast announcements.

With these cards, users can click on the link and visit the brand’s website.

The cards are based on Streaming Ad Insertion advertising technology which provides more visual space in the Spotify app.

Advertisers can monitor campaign performance and information to measure conversions.

“We know that consumers are largely multitasking all the time. We all are, ”said Christine White, head of content, social media and media at Ulta Beauty. “As we think about advertising experiences, we need to look for ways to engage consumers in the moment. CTA cards allow consumers to choose when they want to discover and buy on their own terms, improving their experience.

Listening to podcasts is a screen-less experience, and that’s where the new card format comes in that lets listeners connect to commercials they’ve heard before.

CTA cards appear while the audio ad is playing and also reappear later when a listener crawls Spotify.

Cards are displayed where the original announcement was heard, such as the podcast page.

The company calls it a “more direct way to attribute campaign success.”

The functionality has already been tested with brands such as Squarespace, McDonald’s, Athletic Greens, and Ulta Beauty. The ad format is currently only available to US advertisers.

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