Podcast Call-to-Action Cards
Audio advertising has historically been a one-way street: creators create, and listeners listen. In Jan 2022, my team at Spotify launched Podcast CTA Cards, a game-changing feature that makes podcast advertising interactive for the first time. Ashley is one of the two designers on this project.
Overview
Podcast advertising has remained a one way street where there is no visual cue or a convenient way for listeners to take action. Podcast CTA cards remove that friction by providing visual, clickable companions to podcast ads. They don’t create new ads, but make the existing great podcast ads more useful for listeners. This is the next step in a long journey to help creators profit from their craft and make podcast ads the most effective ad medium for advertisers.
Role
As one of the two design owners of this project, I collaborated closely with user research, product and engineering from ideation to implementation. This is a cross-Spotify effort where I worked with 3+ other design teams to create an experience throughout the podcast listening journey on 5 surfaces.
Problem
There is no easy way for listeners to take actions on podcast ads when they want to because there is no visual experience. This makes it hard for Spotify to demonstrate the value of podcast advertising, which makes it hard for pod creators to get opportunities to earn money off their art.
Opportunities
