Last Fall, Spotify launched Spotify Ad Studio, the first-ever audio self-serve advertising platform, in the US. Today, the platform embarks on a world tour as the public beta expands to Canada and the UK.
Spotify Ad Studio makes it easy for marketers of all sizes to create audio ads on Spotify in minutes, letting them connect with the music streaming service’s highly engaged audience and tap into culture. Over the last five months, a wide range of US businesses and advertising agencies have used the platform to reach the right people in the right moment. And across the board, they’re seeing results.
“When we ran our Spotify Ad Studio campaign, we saw ticket sales double in one week,” said Morgan Wright, marketer at Greater Cleveland Aquarium, one of our US launch partners. “We could tie that increase directly to the Spotify ad.”
Spotify Ad Studio is effective because advertisers benefit from Spotify’s distinct capabilities — streaming intelligence and the unique power of audio.
Streaming Intelligence: Spotify understands people through music. Since people stream throughout the day, Spotify has a deep understanding of their moods, mindsets and the context in which they are listening. As a result, Spotify Ad Studio’s targeting features aren’t just based on age, gender and location, but also genres and playlists. Advertisers can craft relevant messaging to reach the right people in the right moment based on whether they’re partying or chilling; whether they’re jamming out to Rock or winding down with R&B.
The Power of Audio. Now that streaming is mainstream, brands’ audiences are listening more than ever. Research from Nielsen Media Lab proves that audio ads have a unique impact, driving purchase intent (2X as likely to lift purchase intent than display ads) and ad recall (24% higher).
That’s why Spotify is so excited to bring Spotify Ad Studio to new markets. In Canada and the UK, the streaming service has been working with partners in a closed beta to test the platform, who are already using it to reach our highly engaged audience.
“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,” said 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.”
With audio ads, a brand’s message can truly be heard — and it’s never been easier to make them. Spotify Ad Studio’s intuitive creation process lets marketers simply share a script, pick a background track, and then receive a fully-produced audio ad to review, complete with a recorded voiceover. Spotify Ad Studio provides this production at no extra cost, but if marketers already have an audio ad they can simply upload it.
From there, marketers can pick their target audience, customize their budget and campaign dates, and track results.
“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.”