Music streaming service Spotify has added playlist targeting to its ad offering, enabling brands to reach audiences based on what theyre listening to.

The targeting capability uses Spotifys first-party data to identify a users likely mood or situation based on their current playlist. Spotify reckons that a good proportion of the 1.5bn playlists on its service can be mapped to audience segments – like work-out enthusiasts, commuters or parents.

The capability will roll out to Spotify advertisers on 1 May.

“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 behavioral insights combined with our global footprint in 58 markets give brands unprecedented ways to reach streaming consumers.”

Spotify says that its average cross-platform user spends 148 minutes per day listening to music through the streaming service. The company no longer just offers radio-style audio ads and banners – it introduced its first video ad product last autumn – and reported a 53 per cent year-on-year increase in ad revenue during Q1 2015.