A brief insight into Spotify brands and ads. What formats they allow you to advertise, their connection and positive connection with brands, and how they are targeting audiences.

1. Spotify Ads and Brands
Nick Blane | Digital Clarity

2.  There are various formats brands can choose to implement their ads:
 Sponsored sessions
 Video takeover
 Branded playlist
 Homepage Takeover
 Audio
 Display
 Billboard
 Advertiser page

3.  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.

4. • 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

5. 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

6. 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

7. 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

8. 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

9. DISPLAY
• Clickable banners displayed for 30 seconds
• Only appear when user is interacting with Spotify

10. 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

11. 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.

12. Learn more
NICK BLANE
Digital Clarity
nick.blane@digital-clarity.com
www.digital-clarity.com
TEL: +44 (0)845 388 4071