Spotify recently reached 490 million
Active users worldwide, and even though almost half of them (205 million to be exact) have a premium subscription, and therefore we are not allow to reach them with ads, it is still a good pool to start from! An interesting aspect is that users cannot skip the ad if they want to continue listening to the song. This “guarantees” us that the advertising message will be play in its entirety.
Advertising platform
The advertising platform is call “” and it mainly differs from the more well-known ones such as Meta Ads and Google Ads because of one of its peculiarities. The targeting features of Spotify Ad Studio are not only bas on age, gender, geographic location, behaviors and/or interests but also (and I would say mostly) on musical genres and playlists . The so-call “Streaming Intelligence” is the awareness that the algorithm has regarding its users thanks to the analysis of listening data, musical preferences and their moods.
Unique data types require a dicatdatabase, which special database offers optimal storage and retrieval for particular uses. Time-series databases for the analysis of temporal data and spatial databases for geographic data are two examples.
Formats
The platform offers 4 formats:
- Audio
The ad in this case is structur starting как купить базу данных отрасли from an audio file – inserted between the songs while listening – combined with a clickable banner that can take users to a landing page. Without a doubt the most interesting type of format to put in place, if we choose to invest in this channel, precisely because it has the advantage of capturing the attention of listeners in everyday moments without them paying attention to the screen. - Video
This format instead offers two solutions. The first, the “Video Takeover” is broadcast during a listening session while the user browses the catalog and the ads include a banner and a call to action. The second, “Sponsored Session”, offers the possibility to “freemium” users of 30 minutes of listening without advertising, at the end of watching the video ad. - Display
This is the format most familiar to advertisers, which includes a banner to encourage engagement and is served when the user returns to the application. Again, the sponsored ad directs traffic to a landing page - Custom
Last but not least, custom formats. In this case, we have 4 options:
“Sponsored Playlist”, thanks to which we can associate the Brand name with the most successful playlists managed or owned by Spotify;
“Overlay”, useful for capturing the listener’s attention when they open the app, through a clickable banner;
“Homepage Takeover”, to insert your Brand in bjb directory the center of the Spotify Home);
“Leaderboard”, thanks to which our message will be the only one on the screen for 30 seconds.
Goals
Increasing brand awareness or launching a musical content or a concert : these are currently the only 2 objectives implemented by Spotify and certainly the first is the most suitable and used by most brands.
Targeting
Spotify is not far from Meta (for example) in terms of target selection: geographic area, age, and gender are all assets that we also find on this pay-per-click platform. What is interesting, however, as we said above, are the “Listening Behavior” options. Spotify Ad Studio allows you to choose your audience based on three options: by playlist category, by musical genre (for example Alternative, Jazz, Funky, etc.), or by choosing all musical tastes.
Budget
To start a campaign on this channel we must consider spending at least 250 dollars – it is not possible to select a lower budget – which will be automatically distributed between the selected start and end dates. Another aspect to keep in mind: the campaign approval process takes about 48 hours.
Is it worth it?
In conclusion, although the platform is not so popular today (like the aforementioned Meta ads and Google Ads) we can already find success stories of companies that have managed to benefit from investing in this channel. For example, which, using an audio format to promote the launch of a new product, found in Spotify an excellent solution to reach millions of people at a low cost. Or, who wanted to draw attention to their latest catalog and increase store visits. A month-long audio spot reached a remarkable number of unique people of nearly 2 million users.
So is it worth it?
Although it is premature to answer a question of this type today, what we can foresee is the great potential that can arise from this platform. The data released by (taking 2022 as a reference) they tell us that Italian consumers spent over 20 hours a week consuming music in streaming and therefore it is not that difficult to imagine an increase in future advertising investments on the platform.
