Advertising on Spotify

With millions of people listening to music on Spotify every day, Spotify has become the largest online streaming service. This makes Spotify an interesting medium to use for advertising.

Why advertise on Spotify?

Most forms of advertising take place through a visual medium, such as advertising on Instagram or advertising on Facebook. But as an advertiser, Spotify allows you to reach people at times when they are actually not looking at their screens. This makes it interesting to set up an advertising campaign via Spotify. At what times can you reach Spotify listeners? Think of moments like during exercise, in the shower, in the car or while cooking.

Another reason to advertise on Spotify is that Spotify allows you to target your audience in a very targeted way. Spotify knows its listeners well and this knowledge can be used to target the ad to demographics, mood, interests and listening habits of the listeners who fall within your target audience.

How does advertising on Spotify work?

Spotify offers listeners two different types of subscriptions. The first kind is a paid subscription, where the listener pays a fixed amount per month. One of the advantages of a paid subscription is that the listener can listen to music without ads between songs. There is also a free variant, where the listener hears an advertisement about every 5 or 6 songs. The listener cannot fast-forward or skip this ad. So with advertising on Spotify, you reach listeners who use the streaming service unpaid. And there are a lot of them! In 2019, as many as 153 million people listened to Spotify unpaid every month.

Social media marketing on Spotify is done through the Spotify Ad Studio. Here you can set up the audio campaign, by indicating what you are promoting with the ad, what your target audience is and what budget you have for the campaign. You then have a free voiceover tool with which to record the ad. After this, your ad is ready to be used! After 24 hours, in the Spotify Ad Studio you can view all kinds of statistics that show you how many listeners you reached, how many times your ad was played, what the clickthrough rate was and many more interesting statistics about your advertising campaign on Spotify.

Target your audience

Unlike Spotify, which is now an emerging medium to use for advertising, radio has been used for advertising campaigns for much longer. Spotify can be a good complement to this, as you can appeal to a different target audience. In fact, research shows that most listeners with an unpaid subscription to Spotify are between 16 and 34 years old. This is a younger target group, which is often harder to reach through radio. A Spotify ad can therefore dovetail well with a radio ad, as it allows you to reach other audiences.

In addition, Spotify offers opportunities to target your audience by targeting the ad to specific listener demographics, by location or by music genre. For example, an ad about sports products can be played during a fitness playlist and an ad for a meditation app can be played during a list of meditative music.

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