Last month, Spotify announced that it had gained 50 million subscribers from 100 million active users. More than half of Spotify users have opportunity to stream their favorite music for free through the ad based modelled music streaming platform. Aside from having access to a significant user base, advertisers on Spotify can now have more control over their ad campaigns particularly what time they appear on the music streaming site.
Last year May, Spotify started letting advertisers sponsor some of the most popular playlists and in return advertisers would match the targeted music listeners with an ad tailored for them. Dubbed Sponsored playlists, advertisers would be able to choose a particular playlist that is in line with their target audience for a certain video ad. “With Sponsored Playlist, it’s all about matching the playlist to your marketing goals. Think content plus context; the right message in the right moment. Cardio or Power Workout are perfect for a footwear brand expanding from lifestyle shoes to workout sneakers. A QSR adding breakfast to the menu? How about Morning Commute? An entertainment company with a summer blockbuster teeny-bopper flick? Teen Party, of course. You get the idea,” Spotify said in a blog post.
After slowly rolling out the “branded moments” program, Spotify will now let brands choose from four time windows per day: morning, afternoon, evening, and late-night. Brands can target customers on three-hour blocks of time. The vertical video ads will run in six categories: sleep, workout, chill time, party, focus and dinner.
Danielle Lee, Spotify’s VP and Global Head of Partner Solutions, said, “it speaks to the fact that we understand the context and mindset of the user when you deliver a message that’s relevant in that moment. You can drive impact to your brand objective. We’ve taken a very consultative approach in co-developing the creative with the brands and leveraging best practices that we’ve identified with audio, video and display.”