Music streaming platform Spotify has launched an audio self-serve advertising platform to make it easier for marketers to create and manage their audio ads.
The Spotify Ad Studio is currently operating in beta mode in the US. According to a blog post, the solution provides campaign options for both small as well as medium-sized businesses.
Audio ads can be created within just a few minutes by sharing the script and choosing a background track. Spotify Ad Studio then produces an audio ad which can be reviewed and modified.
Audiences are targetable by age, gender, location, activity, device, but also music taste. Once the ad is ready and an audience has been selected, marketers select their budgets and the duration of the campaign and can track the results in the Ad Studio.
Brian Benedik, global head of sales at Spotify, explains:
“Over the last few years, we’ve established Spotify as a trusted space for brands and marketers to reach a hyper-engaged, verified audience. Spotify Ad Studio opens that door to everyone. It’s an amazing opportunity for even more advertisers to build one-on-one relationships with our listeners.”
Among the audio platform’s test partners, the University of Denver’s University College aimed to reach young listeners interested in an online education. Victoria O’Malley, the school’s director of marketing, says:
“We’ve been on traditional radio for years, but wanted an updated way to reach millennials and tech early-adopters […] we think that millennials aren’t listening to radio regularly anymore. On Spotify, we were able to specifically target the age range we needed, which helped us achieve our ultimate goal – driving brand awareness with a new audience.”
In addition, the college noted that 80% of people who clicked the ad came from the Rock or Pop genre, which helped O’Malley adjust her targeting accordingly.
Another partner, National Shows 2, tested the platform to promote concert dates.
“The amazing thing about Spotify Ad Studio is that it’s an all-inclusive platform, with the ad creation included in the buy,” adds Sarah Madalinski of National Shows 2. “When we’re promoting these small shows with limited budgets, it’s so convenient to have the ad created for us.”
Spotify may be on to something here with Nielsen recently finding that audio ads may be more effective in boosting ad recall by 24% compared to display ads.