Spotify is giving Australian advertisers fresh ways to connect with its 751 million monthly active users through AI-driven ad formats and research that highlights the growing value of audio.
The streaming platform is rolling out new tools and formats designed to help brands become part of the fan experience, including Sponsored Playlists and a swipeable Carousel Ads format currently in beta with Priceline, eBay, and GNC.
Advertisers also gain access to Split Testing and Automated Bid tools within Spotify Ads Manager, helping them optimise campaigns with data-backed decisions.
Central to Spotify’s approach is its new ‘Sound On Era’ research, which found audio is emerging as one of the most trusted and focused environments for brands. According to the study, 94 per cent of consumers stop other online activity to stream audio, and one in two consumers finds voice-driven brand interaction appealing.
“Aussies on Spotify aren’t just passive listeners, rather they are active curators of their own experience,” said Adrian Bingham, head of sales AUNZ at Spotify.
“Whether they are engaging with video podcasts, or sharing new music discoveries, our local fans are deeply intentional about their time on the platform. Our new ‘Sound On Era’ research confirms that this shift is happening both globally and right here in Australia, with audio emerging as one of the most trusted and focused environments left for brands,” he said.
“By moving beyond background noise to become a part of the fan experience, advertisers can turn this high-impact engagement into measurable results.”
With time spent on the app increasing by 26 per cent and in-focus time up 18 per cent among ad-supported users globally since last year’s updates, Spotify said these changes are already translating into stronger ad performance, including a 14 per cent increase in click-through rates for both in-stream video and audio ads.
