Spotify Launches A New Way For Brands To Target Consumers

Spotify Launches A New Way For Brands To Target Consumers

Music streaming site Spotify is launching a new way for brands to connect with audiences, called Playlist Targeting. This will be integrated within the platform’s Spotify For Brands offering.

Ben Hock
Posted by Ben Hock

The new offering is a targeting solution that enables brands to tap into Spotify first-party data to reach the audiences that matter most.

When users hit play on one of the billions of playlists on Spotify, they often signal a common activity or mood – like workout or chill. Starting May 1, brands will be able to target unique audience segments based on streams from Spotify’s 1.5 billion-plus playlists, from workout enthusiasts and commuters to millennials, parents and more. All targeted campaigns are delivered with 100% share of voice to a highly engaged audience cross-device – 148 minutes per user per day (Source: Spotify internal data).

“Music is an integral part of life, day in and day out,” said Jeff Levick, chief revenue officer, Spotify. “Our new targeting solutions based on rich behavioural insights combined with our global footprint in 58 markets give brands unprecedented ways to reach streaming consumers.”

Playlist Targeting is part of an updated suite of Spotify Audience Targeting capabilities that allow brands to precision-target campaigns across mobile and desktop platforms, maximizing their reach while boosting relevance. Brands can now target audience segments based on who they are (age & gender, geography, language), what they’re listening to (playlist, genre), and when and how they’re listening (time of day and by platform/device). Brands can also leverage cross-platform retargeting and sequential messaging to continue the conversation with listeners at multiple touch points. Spotify Audience Targeting leverages 100% registered age and gender data, rich location and behavioural data, moods and need states, music taste trends, and much more.

Enhanced targeting is the latest update to Spotify’s growing suite of solutions for brands, from audio, video and display formats designed for viewability to high-touch custom campaigns powered by. Spotify introduced its first video ad products—Video Takeover and Sponsored Sessions—in Fall 2014, giving brands a new premium environment to reach audiences with sight, sound and motion across mobile and desktop.