spotify ads and brands
TRANSCRIPT
Spotify Ads and BrandsNick Blane | Digital Clarity
There are various formats brands can choose to implement their ads:
Sponsored sessions Video takeover
Branded playlist Homepage Takeover
Audio Display
Billboard Advertiser page
Spotify boasts 60 million users, only 15 of which are premium users, the other 45 million as a result of using the free service are exposed to ads.
The average cross platform consumer spends 148 minutes a day using the service.
People who stream, advocate and are much more emotionally connected to brands than non-streamers.
• The strong impact they have is mainly down to the streaming nature of Spotify – the user is in control of what he or she wants to listen to, the positive engagement they have towards the service enhances the communication with the ads.
THE INFLUENCE OF SPOTIFY ADS
WHAT TYPE OF ADS? There are various formats brands can choose to implement
their ads: Sponsored sessions
Video takeover Branded playlist
Homepage Takeover Audio
Display Billboard
Advertiser page
SPONSORED SESSION
• Watch a 20 second video ad and in exchange get 30 minutes of uninterrupted music.
• Currently only on mobile and tablet• Card attached to end of video for
further engagement• Only billed for completed views
AUDIO ADS• Audio advert that
plays for 30 seconds between every 15 minutes of listening
• Accompanied by ad image in the album art area of display window
• Clickable scrolling text also appears below ad image taking user through to landing page
People now find audio ads online less intrusive than on the radio
BRANDED PLAYLIST
• Playlists created by brands that are 40 songs or longer
• Contain brand cover art, text, and link to landing page
• Can be very significant in terms of targeting
DISPLAY
• Clickable banners displayed for 30 seconds• Only appear when user is interacting with Spotify
TARGETING• Spotify already has a vast quantity of data
from personal logins (or users who login using their Facebook account, which accounts for 55% of users)
• There is also the advantage of frequent use from users across both mobile and desktop
• After targeting people using just this data for the first couple of years, they eventually branched out came up with content targeting ideas:
• Activity, genre, and mood playlists
PLAYLIST TARGETING Analysing playlists based on mood, genre, or activities, while
applying other geographical and demographic user data and applying it to ad targeting.
For example, a sports wear brand or nutritional supplements company could target people who regularly listen to playlists based around exercising or going to the gym, whilst a brand of coffee might be targeted to people on their morning commute.
