When it comes to user data and policy, Spotify collects user information in order to assist with improving advertising and targeting efforts. Advertisers can use this option to reach users through native ad placements and in-playlist media. Of all the “Custom Experiences” offerings, Sponsored Playlist advertising is unique and offers the opportunity for advertisers to be heard or seen on some of Spotify’s most streamed playlists.
Leaderboard ads are visual ads that show for 30 seconds when the Spotify screen is being viewed by a user. Homepage takeovers are limited to desktop users, but they are ads that can appear on the Spotify homepage for 24 hours. Overlay ads are pop-up ads that appear as the first thing on users’ phone screens once they go back into the Spotify app, making it the first thing users will see and interact with. Most of these ads are display ads that are clickable for advertisers to link to their desired webpage, so users have a quick reference to the ad content. These display ads include sponsored playlists, overlays, homepage takeovers, and leaderboards. “Custom Experiences” is the term for Spotify’s more traditional variations of display advertising available. Although it is up to the host, these dynamic ad slots are another potential place in which ads can run, especially in a more targeted and meaningful way.
Podcast hosts are given the choice to opt for including a dynamic ad slot within their podcast through the Streaming Ad Insertion option that advertisers choose. This is an option that includes extensive conversation and working with the Spotify team, as it does not appear to be the most accessible option.Ī notable advantage of podcast ads is that they run for ALL Spotify users, including premium subscribers. Title-by-title buying of podcast ads is respective to Spotify or hosts across select Spotify original and exclusive podcasts. With these connections, advertisers are given the option to not only target active users on Spotify, but even users that are not listening on Spotify. Spotify has connections with various different podcast publishers and creators, such as Megaphone and Anchor, which help to truly expand their audience network. The Spotify Audience network allows advertisers to pick their target audience and buy podcast ads to reach their target audience. Advertisers are offered two different ways to run ads on podcasts-through the Spotify Audience Network and through Title-by-title buying.
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