Self-serve audio ad platform Spotify Ad Studio debuted in the U.S. last September, and the U.K. and Canada are next on the music-streaming service’s playlist.
Spotify announced the expansion of its public beta Tuesday, saying Spotify Ad Studio lets marketers “of all sizes” create audio ads for its platform “in minutes.”
Brands can either upload scripts and choose background music, with Spotify Ad Studio recording voiceovers for the spots, or they can upload full audio spots directly to the platform.
Ads created with Spotify Ad Studio can be targeted via musical taste, location, gender, age and activity, as well as to users on mobile or desktop. Spotify said the fact that its users are streaming “throughout the day” gives it a “deep understanding of their moods, mindsets and the context in which they are listening.”
Budgets and dates can be customized for campaigns, and results can be tracked after the ads run.
Spotify cited a study from Nielsen Media Lab, which found that audio ads are twice as likely to boost purchase intent than display ads and result in 24 percent higher ad recall.
Kovic Productions is one of Spotify’s beta-test partners in the U.K. Its label director, Mark Kovic, said in an email, “Spotify Ad Studio lets us connect with listeners who are already engaged and plugged in. On other platforms, you spend a lot of time trying to find an audience of music fans. On Spotify, they’re already listening.”
Leland Dieno, marketing manager at Kwantlen Polytechnic University, one of the streaming service’s beta-test partners in Canada, added, “We know our target audience is on Spotify, so it’s really a no-brainer for us to integrate Ad Studio into our digital strategy. It lets us reach our exact audience in a hypertargeted way directly in their ears.”