In September, Spotify launched Spotify Ad Studio, and at the time it was only available in the US. Now, the ad platform’s public beta is expanding to the UK and Canada as well.
Last fall, Spotify did something pretty awesome. It launched “the first-ever audio self-serve advertising platform,” as a way for marketers to all sizes to create audio ads in only minutes, allowing them to run on Spotify, and connect them to the music platform’s “highly engaged” audience. There was only one small problem. Spotify Ad Studio – as it’s called – was only available in the United States. Now, Spotify is expanding the public beta of the ad platform, bringing two new markets into the mix – the UK, and Canada.
Brands and ad agencies that have been using Spotify Ad Studio, have so far seen pretty good results. For example, Morgan Wright, marketer at Greater Cleveland Aquarium, one of the platform’s launch partners in the US, said that when they ran a campaign on the platform, they “saw ticket sales double in one week.” So, what sets Spotify Ad Studio apart?
Well, for one, it benefits from what Spotify calls “Streaming Intelligence.” As Spotify’s announcement of the expansion reads:
“At Spotify, we understand people through music. Since people stream throughout the day, we have a deep understanding of their moods, mindsets and the context in which they are listening”
Thus the platform’s targeting features “aren’t just based on age, gender, and location.” They’re also based on “genres and playlists,” within which “advertisers can craft relevant messaging to reach the right people in the right moment.” So, what someone is listening to says a lot about their mood? You bet!
Also, Spotify has really started figuring out what it calls the “Power of Audio.” Audiences are listening to a lot nowadays, and research has found that audio ads have a “unique impact, driving purchase intent.” In fact, audio ads are twice as likely to “lift purchase intent than display ads.” They also lead to a 24% higher ad recall.
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