Spotify Advertising: Formats, Targeting, Cost

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Music lovers and fans of music art have heard about Spotify many times. But what if we say that this platform is suitable not only for relaxation, but also for brand promotion? When it comes to marketing, Spotify is rarely mentioned.

Spotify is an unusual format for brand promotion, but this is where the platform's competitive advantage lies. The platform allows you to communicate with customers at the right time and in the right place. For example, advertising sports shoes would be appropriate when a user is listening to a playlist for a morning run. Such an ad looks natural, unobtrusive and appropriate. We would also like to share some useful statistics:

Spotify is a streaming platform that is popular in 186 countries around the world. According to statistics , Spotify has more than 433 million active listeners every month, about half of whom subscribe to the service.
Spotify's market share currently stands at around 35.4% , and the platform successfully competes with industry giants such as Apple Music, Amazon Music, etc.
Spotify offers a wide range of advertising formats available, the most popular of which are podcasts, homepage ad placements, and special playlists.
Spotify's percentage of active users in Europe is 34% .
What does this mean for you and your brand? The takeaway is simple: Spotify advertising is popular, and it can greatly enhance your efforts. In this article, we’ll dive deeper into the platform’s advertising capabilities and how they can benefit your business.

Display Advertising on Spotify

Read also : Audit of targeted advertising: why it is necessary and what to pay attention to
Spotify Advertising: What It Is, How It Works, and What Are the Benefits
Spotify ads are video and audio ads that appear to users on the free version of Spotify between songs, podcasts, and playlists. Spotify gives advertisers the ability to set their own bids and caps to optimize their budget allocation and stay within their limits. The auction and bidding process can be controlled based on the campaign goals set by advertisers.

This algorithm ensures that all auction results work in favor of the brand and to achieve the set goals. In addition, the format provides a convenient workflow for advertisers who want to achieve their goals with maximum or minimum control. Placing ads on Spotify has the following benefits:

Increase revenue through user engagement. On Spotify, most ad types are played in a way that does not distract the user from listening to the main content. This way, a person is better tuned to the perception of the ad, because it does not irritate him (remember YouTube ads that can play in the middle of watching a video). By creating an attractive ad with interesting audio and video accompaniment, you can attract attention on this platform, thereby increasing your profits.
Spotify offers a variety of resources to create engaging and high-quality ads. Advertisers can take advantage of a wide range of services: voice acting for an ad, developing a script for an ad, adding background music and sound effects.
A large number of targeting factors that help narrow down your ads. Targeting parameters include: listening activity, interest in a particular genre, age, gender, location, average listening time, etc.
As we can see, Spotify’s biggest advantage is its huge reach, as well as good user engagement. So, if you want to join the world of display advertising on Spotify, then read on – the most interesting part is yet to come!


As we mentioned above, the jiangxi cell phone number list streaming platform offers several advertising formats to choose from. Each of them will best reflect the values ​​of a particular brand: you should focus on financial capabilities, the brand's industry, the target audience, and the content of the advertisement. Below, we talk in more detail about the advertising formats on Spotify.

Audio
Luckily for many users, Spotify plays audio ads between songs in all versions of the program, regardless of the device. The requirements for the duration of such a format are from 15 to 30 seconds. An image can be added to the ad, clicking on which the user will perform a certain action or go to a landing page. In the settings, you can also specify the musical genres in which the ad must be displayed. In addition, advertisers have the ability to personalize ads for a specific geographic region.

It is also important to remember that almost54%Spotify users are people between the ages of 18 and 34. The younger generation does not like loud, in-your-face ads, so ditch the annoying ones in favor of a relevant and engaging option.

Video
To run a video ad, you can buy ad space between songs, similar to audio ads, but in this case, you show a full-screen video instead of a static image. Obviously, this is only useful for people who occasionally browse the app itself. People who use Spotify exclusively for music are unlikely to visit the app to watch your ad video.

Requirements for video advertisements: duration up to 30 seconds, presence of a sound track (videos without sound are not accepted), maximum file size 500 MB.

Display Ads
Spotify display ads are similar to display ads that we often see on various web resources. Display ads are 30 seconds long and are placed at the top. At the same time, the media ad is not superimposed on other types of advertising, so that it is easier for the user to go to the landing page via the link.

You can choose one of three types of media advertising:

Homepage Placement: The user's homepage is temporarily changed to display a clickable ad;
Megabanners: similar to regular banner ads and located at the bottom of the user's screen;
Overlay Ad: A full-screen ad that the user can close themselves. The overlay ad will automatically disappear after 30 seconds if the user does not click on it.
Sponsored Playlists
One of the features of Spotify is that you can create playlists of songs (a kind of playlist), make them available to the audience, thereby increasing the recognition of your brand. In addition, you can add a branded image or photo to the playlist.

So, you can create a playlist with your brand name and add songs that your target audience will like to the playlist. All you need is a little imagination. In the future, this will help you get closer to your target market and better interact with customers.

So, having figured out the Spotify advertising formats, the logical question arises: how much does it cost? The cost of advertising on Spotify depends on a number of factors. For example, they can include the target demographics; the devices on which the ad will be displayed; the type of ad; and the duration of the scheduled ad.

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As we discussed above, Spotify's advertising platform works on a bidding basis, allowing you to adjust your budgets over time. There are a few general pricing structures to keep in mind. For example, most campaigns can be launched for around $250, with 1,000 impressions in the $15-$25 range.

As for targeting, there are several possible types:

Demographic targeting includes gender, age, location, language of the user, etc.;
behavioral factors help to find the target audience according to its interests and preferences;
context is the most interesting factor, allowing the advertiser to customize the topics, categories, sections and genres in which the ad will/will not be displayed.