To build the most comprehensive marketing strategy possible, it's important to test different platforms and not limit yourself to the most well-known ones. Advertising on Spotify is now a real option: it's an interesting platform, particularly for advertisers looking to grow brand awareness.
- Why Is Spotify Ads Worth Using?
Music streaming services have become a fixture of everyday life in recent years. In 2020, 70% of French people said music was essential to them. At the start of 2021, Spotify had 381 million users, including 15.3 million in France. Among them, 56% use the platform with a free account. That's a key data point, since these are the users exposed to advertiser ads.
- How Do You Target Users?
Spotify has access to a large volume of first-party data that enables a highly relevant advertising experience. The platform knows users' demographic information (age, gender, location, interests & behavior), and also what they listen to and how they listen to it.
The two most interesting targeting options on Spotify Ads are:
Playlist targeting. This allows you to reach users who are listening to music tied to a time of day, a seasonal event, a mood, and so on. Examples include Yoga, Study, Road Trip, etc.
Genre targeting. This allows you to deliver a message to an audience listening to a specific music style. Examples include Jazz, Pop, Rock, etc.
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- What Ad Formats Are Available?
There are 4 ad format types on Spotify Ads: Audio, Video, Display & OP
- Audio: A strong format for brand awareness and recall
- Audio Everywhere: This format lets you reach users across all Spotify platforms. Ads are served during active listening sessions.
- Video: A strong format for recall and consideration
- Video Takeover: Deliver your brand's video message across all devices based on user activity. The video message activates when the app is actively engaged and in view.
- Sponsored Session: With this format, offer a target audience 30 minutes of uninterrupted listening in exchange for watching a video.
- Display: A strong format for consideration and intent
- Overlay: Give your brand a prime position when users return to the app.
- Homepage Takeover: Secure exclusive sponsorship of the Spotify homepage for a full day.
- Leaderboard (desktop only): Maintain a persistent brand presence throughout the app session with a banner at the bottom of the page.
- Playlist Sponsorship:
- Native media
- Exclusive logo placement
- In-Playlist media: the user receives the advertiser's media at every ad break
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Want expert guidance on your digital marketing strategy? Feel free to reach out!
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