Music platform Spotify has officially expanded its audio self-serve advertising platform into the UK and Canada. The Spotify Ad Studio launched back in fall 2017.
It provides creative audio ads for advertisers to publish on Spotify. The streaming platform’s audience consists of highly engaged listeners and has already shown some good results.
“When we ran our Spotify Ad Studio campaign, we saw ticket sales double in one week,” explained Morgan Wright, marketer at Greater Cleveland Aquarium, one of our US launch partners. “We could tie that increase directly to the Spotify ad.”
However, according to Nielsen research, audio ads have a unique impact and drive purchase intent with a 2x lift over display ads and 24% higher ad recall.
The Ad Studio offers streaming intelligence to help advertisers target the right audiences. Targeting features include age, gender and location as well as music genre and playlists.
“We know our target audience is on Spotify, so it’s really a no-brainer for us to integrate Ad Studio into our digital strategy,” added Leland Dieno, marketing manager at Kwantlen Polytechnic University in Canada. “It lets us reach our exact audience in a hyper-targeted way, directly in their ears.”
The Ad Studio provides a simple platform to facilitate the ad creation process and allow marketers to share their scripts, pick a background and receive a produced audio ad for review. Although Spotify offers this at zero extra costs, advertisers can also upload their own audio ads.
Once uploaded to the platform, advertisers pick an audience and adjust their budgets and campaign dates.
“Spotify Ad Studio lets us connect with listeners who are already engaged and plugged in,” said Mark Kovic, label director at Kovic Productions, one of our beta test partners in the UK. “On other platforms, you spend a lot of time trying to find an audience of music fans — on Spotify, they’re already listening.”