Spotify launches Interest Targeting and Real-Time Context Targeting

David Murphy

Spotify has launched Interest Targeting and Real-Time Context Targeting on its self-serve ad platform, Spotify Ad Studio. These new features let advertisers connect with people based on interests and contexts, so they can reach audiences that align with their campaign goals.

Interest Targeting enables brands to reach relevant audiences based on the activities and topics they are interested in, based on their podcast, playlist, and platform preferences. Advertisers can choose from categories such as Comedy, Cooking, Tech, Travel and Gaming.

Podcast consumption hours have increased 250 per cent year-on-year on Spotify. There are over 250,000 podcasts available to stream on the platform.

Real-Time Context Targeting enables brands to reach listeners as they stream in specific moments throughout their day. Context options include Working Out, Studying, Cooking and Dinner Time.

Spotify Ad Studio is currently available in the UK, US, Canada, and Australia. The new targeting tools will be available in all four markets.

In June, Spotify launched Podcast Listener Targeting, which enabled advertisers to target Spotify Free users who have listened to podcasts on the global platform, while in April, the company launched Streaming Conversion Metrics, which offers music marketers insights into how their Spotify ad campaigns drove music listening and deeper engagement on the platform.