Spotify Advertising: Getting Started
With such a large userbase always looking for new music, Spotify is a great prospect for promoting new music. However, approaching the platform with caution is necessary when launching a Spotify advertising campaign. Furthermore, Spotify is based on a “freemium” model. This means all users have free and unlimited access although that does come with ads. Most noteworthy, users can pay for premium service which opts them out of advertisements for an ad-free listening experience. At first that may seem a bit discourage but fret not; the largest portion of Spotify’s listeners choose the ad-supported version. Data shows there are 101 million ad-supported users in 65 markets around the world. The market has become increasingly competitive in reaching music consumers and converting passive listeners to new fans and makes Spotify promotion easier.
When breaking down Spotify advertising we can see that there are three main paid methods that marketers can try. Audio; this type of advert plays between songs during a listening session. Additionally, the ad is accompanied by a clickable display that will take users to a specific destination. Video; video ads are utilized in sponsored sessions, video takeovers, or branded moments. Users are rewarded with 30 minutes of uninterrupted music after watching. Last on the list, display. Display ads are homepage banners, takeovers, or mobile and desktop overlays.
Spotify Advertising: How to Promote
Spotify Ad Studio allows a simple process that anyone can set up, manage, track, and analyze audio ads. Furthermore, there are many things this Spotify advertising tool is capable of. Included features are as follows: creating and recording your own audio ad, reach free-tier Spotify users, and retargeting people that have engaged with your ads. Additionally, advertisers can create successive ads to share an extended story, gauge impressions based on targeting and spend, and track a campaign including clicks, impressions and cost.
Targeting an audience on Spotify isn’t much different than platforms you are used to. This is great news. However, there are some cool parameters for targeting beyond the basics. Age, demographics, and gender are the obvious but how about location? In addition to the basics a listener can be targeted by listening behavior or streaming habits. Lastly, targeting by taste like genre or similar artists is a possibility as well.
Lastly, I’m sure you are wondering what Spotify promotion via Spotify advertising costs. It’s worth noting that prices will depend on the specific campaign. Targeting and ad-formats play a major role in dictated cost. However, Spotify’s website states that the minimum cost is $250 to launch any campaign, regardless of where it lands.