The use of audio streaming has become an important advertising channel. Therefore, advertising on Spotify allows you to reach segmented audiences based on musical taste.
According to data released by the company, who spend, on average, 150 minutes per day on the application, that is, more than two hours.
Therefore, if you have a business and want to attract consumers through ads, you should consider advertising on Spotify Ads. Here we tell you how to do it!
What is Spotify Ads?
Spotify Ads is Spotify’s advertising platform. In it, companies of the most varied segments and sizes can advertise for their audiences through audio, video and displays.
When a user downloads the application on their mobile device, computer or console, they have two subscription options: (free version) and the premium (paid version).
One of the peculiarities of the free version is advertising. So whenever a user uses the platform without paying anything, they hear and see Spotify commercials during their experience in the application. What does not happen in the paid version.
According to data recently released by the company, .
You can already have a notion that advertising on the platform can give brands great visibility, right?
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Is it worth advertising on Spotify?
Yes, Spotify is worth paying for advertising. And not only because of the large number of active users, but also because, on Spotify, you have great segmentation power thanks to the various data that the platform collects.
So, you can create ads and segment the public by music taste, age, gender, location, type of device, etc.
In addition, your brand can:
- Reach younger users, such as generation Z and millennials;
- Have a Spotify partner help you create the ads;
- Use various ad formats;
- Have the Spotify Brand Lift, a metric tool to evaluate the impact and effectiveness of ads;
- Use a streaming platform that has a high rate of .
According to a study by Spotify and IPG Mediabrands, . According to research companies have done:
- 71% of those interviewed said they felt fatigue with screens (cell phones, tablets and notebooks);
- 82% stated that this is one of the reasons for having increased audio consumption;
- 86% said they are more open to ads on podcasts compared to TV shows;
- 98% of people are doing other activities while streaming audio, like cooking, working, shopping, etc.
In these data it can be seen how relevant audio formats have been in people’s daily lives and how much they can be for advertisers.
What formats exist to advertise in Spotify Ads?
Currently, there are various formats to advertise on Spotify. Next, we give you more details about each of them.
1.Audio Everywhere
The first format (and also the best known) is Audio Everywhere, made up of audio announcements of up to 30 seconds between the songs that a user with a free account listens to.
2.Sponsored Sessions
The second ad format is Sponsored Sessions. In this option, the ad appears on video at the beginning of any streaming experience and allows users to listen to 30 minutes of uninterrupted music after viewing.
3.Video Takeover
The third format is also video, with the complement of a banner and a . The Video Takeover appears when the user is actively browsing the platform’s catalog.
4. Sponsored Playlist
The Sponsored Playlist is the fourth format available to advertise in Spotify Ads and the one that has been widely used by different brands, since it is a way to enhance the and engagement. In this model, the brand shows its name and image in one of the various playlists that the platform offers users.
5.Overlay Desktop
The fifth type of ad is for those who use Spotify on desktop. In the Overlay Desktop, the ad appears as soon as the user returns to the application on their computer or notebook — it can be with an image (a banner) or a GIF.
6.Overlay Mobile
The Overlay Mobile format is the same as the previous one, your company’s ad appears as soon as the user returns to the app but, this time, on their mobile device or smartphone.
7. Homepage Takeover
In the Homepage Takeover, your brand’s ad appears on the homepage of the application for 24 hours, in the desktop version (for computers and notebooks). That is, he is literally the center of attention for an entire day.
8.Leaderboard
As the penultimate option is the Leaderboard format, with which your company’s ad is displayed for 30 seconds on the Spotify screen, and it is the only one that appears.
In addition, it is click sensitive, which means that the user who clicks on it is directed to a certain page or website.
9. Spotify Podcast Ads
Finally, let’s talk about Spotify ads.
In recent years, the consumption of podcasts has grown considerably in Spanish-speaking countries and, due to that success, Spotify began offering an ad format focused on that type of media.
How to advertise on Spotify Ads?
To advertise in Spotify Ads, it is necessary to carry out the six steps that we show you below.
1. Create an account
The first step to using Spotify is to create an account on the platform. The process is very fast, since you only need to complete some information.
2. Choose a goal and format
Once you have it, a page will open for you to name your campaign, choose its objective, as well as the format you want to use (audio, video or display) and the platform for displaying the ads (desktop, android, iOS or All of them).
3. Segment your audience
In the third step, you must segment your audience, that is, choose, based on certain characteristics, who the ad will appear to.
4. Define the campaign budget and schedule
Next, you need to define the budget of the campaign, that is, how much you are going to invest and also its schedule (how many days or weeks it will last, in addition to the start and end times).
5. Create your ad on Spotify
In the penultimate step, you are going to create your ad. The page that will open will give you the option to upload your audio, video or image. Next to it will be a preview of how it will appear in the app.
6. Check the results
Finally, as in any campaign of it is important to evaluate data and metrics to know if it is working well or if adjustments are necessary.
Therefore, after you have created your ad and it is available on the platform, monitor its performance and check its results.
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Get closer to your audience and advertise with Spotify Ads
As you have seen throughout this post, Spotify Ads, Spotify’s advertising platform, in addition to providing you with various formats to invest in, has many advantages and is an excellent opportunity to use to reach your audience, attract it and thus win more customers.
So if you’re running a business, it’s worth considering advertising on Spotify as one of your marketing strategies.
And if you want to boost the performance of your ad campaigns, no matter the platform, check out this other content that we prepared especially for you: .
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