Spotify has launched a brand new ad format aimed at podcast listeners. Called Call-to-Action cards (or CTA for short), these will be visual ads designed to complement audio ads as they play out on podcasts.
However, while Spotify is keen to emphasise the benefit these offer advertisers, they could make Spotify's podcast listening experience more cluttered than it already is and more annoying than it needs to be.
What Are Spotify's New Call-to-Action Cards for Podcasts?
As outlined in a post on For the Record, Spotify's new Call-to-Action cards are visual accompaniments to the standard audio ads you hear at the start, end, and usually throughout podcasts.
They will appear in the Spotify app as soon as the audio ad begins playing, allowing listeners to click a link to the advertiser in question. They will also be displayed again as you navigate around the Spotify app.
Will This Help or Hinder Spotify's User Experience?
Spotify claims that these CTA cards will improve the user experience as they will "make it easier for you to directly discover the products and services you’re interested in without having a hard-to-remember promo code or vanity URL."
There is some truth in this, as on the rare occasion you hear a podcast ad you're interested in, it's a bit annoying to have to then open your web browser and type in the URL and/or promo code.
However, on the flip side, these ads will add yet another visual element to an already cluttered user experience. Especially as they're designed to follow you around, resurfacing later on while you're exploring the Spotify app.
Admittedly, I do tend to listen to podcasts on Spotify, but only really by default. Despite its many and varied faults, none of the other options I have tried so far have bettered Spotify. And if I'm paying for it, I may as well use it.
Unfortunately, these new Call-to-Action cards are another potential distraction getting in the way of the simple pleasure of listening to an audio podcast.
More Beneficial to Advertisers Than Listeners
The benefit of these ads to advertisers are clear and obvious. However, CTA cards will only help podcast listeners who actively want to click through to the companies advertising on their favorite podcast. For the rest of us, these are just another unneccesary distraction.