–As part of the celebration of the Cannes Lions festival, which will take place next week, Spotify y Omnicom Media Group (OMG) will announce a new podcast advertising deal in Europe this Friday, June 17. This is Spotify’s largest advertising deal in Europe to date. The 15 million euros of the agreement starts this month and runs until the end of 2022.
This announcement comes in a context where listening to podcasts in Europe has increased. According to eMarketer, up to 70 million people in Spain, the United Kingdom, Germany, France and Italy have consumed podcasts in 2021. Now, through this partnership, OMG, Hearts & Science, OMD and PHD agency clients across Europe will be at the forefront of the next era of podcast advertising, powered by innovative podcast ad technology Spotify, the first in the market, and with the best audience intelligence. In addition, OMG will be first to access new podcast advertising formats and select exclusive original content across Europe, and will have the opportunity to unlock commercial benefits for its advertiser clients.
Omnicom Media Group manages approximately $35 billion annually in global media spend. The holding’s clients include PepsiCo, Chanel, Volkswagen Group, HSBC, Activision and McDonald’s. And as the world’s most popular audio streaming platform and with a highly engaged global audience of 422 million users, Spotify has the scale and cutting-edge technology to make this kind of historic deal possible.
Other highlights of the agreement are:
- The deal will initially materialize primarily in France, Germany, Italy, Spain and the UK, with the potential to expand to other European and EMEA markets as Spotify unlocks more monetization opportunities for podcast advertising.
- OMG will be the first to sponsor select original and exclusive Spotify podcast content across Europe
- OMG will have preferential access to Spotify’s recently acquired podcast advertising measurement service, Podsights, once it launches in Europe
- Co-development of a learning agenda with topics including the creative performance of audio, OMG’s client-specific neurological research for audio ads, the role of podcasts in driving audience attention and engagement, etc.
“Advertisers are spending more on media like podcasts as listenerships grow and creators of all sizes rush to embrace this medium that connects intimately with audiences”declares Rak Patel, Head of EMEA Ad Sales de Spotify. “We’re pleased that OMG has trusted us to help them and their clients realize the full value of podcast advertising. We hope that this agreement will lead to more innovation and growth in this space across Europe.”
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