MM Awards

Spotify launches audio self-serve ad platform

Tyrone Stewart

Spotify Ad StudioMusic, podcast and video streaming service Spotify has launched a self-serve platform for audio ads, so marketers can easily create and manage their audio campaigns.

Spotify Ad Studio has launched in beta mode in the US. It provides tools for marketers to create audio ads ‘in minutes’ and ‘reach the right people, in the right moment’.

“We are continuing our journey towards a full-scale advertising platform that allows advertisers to create, target, optimise and measure media that drives business outcomes,” said Khurrum Malik, global director of monetisation product marketing at Spotify.

To create an ad, marketers share their script with the platform, pick a background, and the Ad Studio will create a fully-produced audio ad – including a recorded voiceover – for review. Alternatively, marketers that already have an audio ad can upload directly.

The Ad Studio’s targeting let marketers choose an audience based on criteria including age, gender, location, activity, and music taste. It is also possible to pick to run the ad on mobile, desktop, or both.

Once the ad is created and the audience selected, marketers tell Spotify their budget and the duration of the campaign, and then can track the results within the Ad Studio.

Two of Spotify’s test partners include the University of Denver’s University College, which used the Ad Studio to target listeners that might be interested in an online education; and concert promotion company National Shows 2, used the Studio to promote concert dates to local markets.

“Over the last few years, we’ve established Spotify as a trusted space for brands and marketers to reach a hyper-engaged, verified audience,” said Brian Benedik, global head of sales at Spotify. “Spotify Ad Studio opens that door to everyone.”