Jordan Newman

Totally.

So,

Yeah, I feel like a video journal is sort of the right way to put it, too.

It definitely feels like you're revealing something in a fun way.

I think there's a lot going for podcasts when it comes to advertising.

Obviously, the idea of the host read ad is really compelling for brands because you have someone advocating for your product in a way that feels really authentic.

I also think that, yeah, there's, like, a lot of ways to integrate advertising in a way that feels authentic, whether it's, like, product placement or other ways to make it feel really positive versus interruptive.

Yeah.

I think the challenge with the podcast industry has just been that historically the way that advertising has been sold is not in line with sort of how most folks are buying like modern digital media.

And so there's been a big effort across the industry for the past number of years to really modernize podcast advertising, to try to figure out how we align on standards, how we have the same metrics across different platforms.

So I do think that there's a ton of upside here, but I also want to acknowledge there's still a lot of work to do on the advertising side.

And even when we look at our roadmap on the advertising side, there's a lot that we're building that we're really excited about for this coming year.

But a lot of it is designed to really try to unlock budgets from advertisers who want to spend on Spotify and spend in this category in the same way that they've spent in other categories, too.

Yeah, well, so I'll give you a couple just examples.

I think one is, yeah, a lot of these advertisers want to spend in video versus just simply in audio.

That's just, you know, some advertisers prefer sight, sound, and motion.

And so the idea now that

um, podcasts have a video component, I think actually unlocks a bunch of advertisers that previously maybe looked at this as more of like an experimental budget type of thing.

Um, but that also means that, you know, they want to serve video creative.

They want video ads.