Spotify is bringing podcast advertising to the UK a little over a year after the streaming service launched its proprietary ad technology.

Spotify Podcast Ads give advertisers the ability to purchase pre-roll, mid-roll, or post-roll ad placements within episodes of podcast shows on a title-by-title basis. The offering is powered by Spotify’s proprietary Steaming Ad Insertion technology, which delivers and reports on confirmed ad impressions as opposed to downloads, as well as reach and frequency.

Advertisers are also able to partner with select podcast hosts, and other professional voice talent, on campaigns.

“The popularity of podcasts is rising exponentially in the UK and as a relatively untapped medium for advertisers they offer so much potential for brands to reach diverse audiences in new and engaging ways,” said Rak Patel, Regional Head of Sales UK and Pan-EMEA at Spotify. “Unlike some digital media channels, podcasts are intimate, they are trusted, they reach people in a very direct and personal way. With Spotify Podcast Ads we aim to take podcast advertising to the next level, offering brands unique insights into their audiences and creative solutions that can truly capture consumer attention. We’re really excited about what’s to come.”

The first UK advertiser to utilise Podcast Ads was BT Sport, which launched ads across the Joe Rogan Experience earlier this week.