Spotify has launched what it says is the first self-serve platform for marketers to set up and manage audio ad campaigns.
Advertisers can choose to upload preproduced ads or upload a script and have Spotify create ads with background music and voiceover in the new Spotify Ad Studio platform. Advertisers also provide an image to display while their ads play on the streaming music service. The platform supports 15- or 30-second audio ads that play during programmed breaks between songs.
Streaming audio, which IAB broke out for the first time in its 2016 annual survey of the US internet advertising market, topped $1.1 billion in ad revenue in last year, according to the report. Spotify’s self-serve advertising platform is designed to bring more small-to-midsize businesses onto Spotify, which claims an audience of more than 70 million users.
Unlike traditional radio, advertisers can target audience segments meeting various criteria.
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.