What you need to know
- Spotify has begun testing a new feature called "In-App Offers."
- It allows podcasters to place interactive ads on their episodes, which automatically populate with their promo code.
- The company reportedly plans on further building out interactive ads.
Spotify will soon make it much easier for you to avail the discounts that you'll often find your favorite podcasters peddling your way via their partnerships with online stores and mass retailers. As The Verge reports, Spotify is testing a new ad-related feature called "In-App Offers."
The feature, which is currently only being tested via The Last Podcast on the Left in the U.S. and Herrengedeck in Germany, will allow podcasters to embed interactive links in their episode pages that automatically populate with the podcast's promo code on the retailer's website, both ensuring that the podcaster's affiliate revenue increases and that you don't have to fumble around looking for the right code or the right online retailer to take advantage of a new offer.
Jay Richman, heads of ads for Spotify, noted that the move is "is one step in a larger innovation path to productize the coupon code," as the company aims to "create more of a direct funnel for brands."
In addition to In-App Offers, Spotify also announced that it's expanding the availability of its Streaming Ad Insertion technology to more advertisers in the U.S. and Germany. The feature allows Spotify to, as the name suggests, insert ads into the audio as users listen to a podcast episode.