“Today’s brands are keenly aware they must diversify their messaging away from more traditional media like television, print, and radio in favor of newer more targeted ad formats like DAA. With ever more relevant ad formats and targeting methods, it is proving to be an excellent way to reach a captive audience on high-engagement platforms.”
– Carly Fipps, Programmatic Senior Specialist at Tinuiti Brands can use Spotify’s first-party data to reach listeners during very specific moods or activities — all based on the music that they’re engaging with.
Jump to a section:
What is Digital Audio Advertising?
Have you ever tuned into your favorite podcast and heard the host seamlessly start talking about a service or product they enjoy? That’s just one example of digital audio advertising. There are a variety of ad format options to choose from to engage your target audience – but more on that later.
In addition to effectively reaching an incredibly wide audience, Spotify also collects data from its users that marketers can leverage to inform their targeting decisions.
Source: Spotify
Whenever a user listens to a song, queues a playlist, or creates their own playlist — they are telegraphing something about themselves:
As we previously covered, there are a variety of ad formats to explore within Spotify’s Ad Studio. With this tool, you have the power to create ads that match your campaign objectives. Whether you’re looking to set up video ads, podcast ads, or audio ads, Ad Studio can help you each step of the way. Within Ad Studio, you are able to create an ad from scratch by utilizing their music library filled with licensed selections, voiceover actors, and more.
No matter the campaign you’re running, it’s incredibly important to test and learn from the performance of your ads. You’ll want to take a deeper look into your ad metrics to ensure you’re meeting or exceeding your KPIs (Key Performance Indicators) to see if tweaks need to be made. As we’ve previously covered, Spotify has a wide range of ad types for advertisers to utilize. If one ad type isn’t meeting your intended goals, be open to testing and trying out new methods.
Source: Spotify Spotify Ads has expanded into a variety of different ad units:
Prices depend on the length of the campaign, ad formats used, your country, the targeted audience, and the demand from competing advertisers. Spotify’s website states that the minimum cost is just 0 to get started for those using the self-serve platform, Ad Studio. For those with higher budgets, Spotify offers custom offerings that align with specific advertising goals.
Editor’s Note: This post was originally published by Greg Swan in May 2018 and has been updated for freshness, accuracy, and comprehensiveness.
What action are you trying to get listeners to take? Ads on Spotify are on the shorter side so by including a strong CTA (ie: “Buy Now”), you’re allowing users to easily and quickly complete the intended action. Including a clear CTA within your ad is crucial – don’t forget it!
Build strong messaging
These include:
Source: Spotify
The Advantages of Spotify Ads
Source: Spotify