Brands advertising on Spotify can now better target their ads to the mood of the listener with a new feature called Playlist Targeting.
The Spotify service gives music lovers access to their tunes whenever and wherever they are, and also enables them to build their own playlists.
Playlists are an ideal way in which to target listeners and there are tons of them – more than 1.5 billion according to Spotify. They provide information on the mood, or even the activity, of the listener. Current top playlists show listeners are working out, relaxing, being nostalgic or even making pottery.
“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.”
From the beginning of May, advertisers can take advantage of Playlist Targeting, available on the Spotify for Brands platform. The new targeting tool is part of an updated suite of Spotify Audience Targeting capabilities enabling marketers to target users on both mobile and desktop platforms. Segments can be parsed by age, gender, geography, as well as by what users are listening to at a particular time of day.
According to Spotify, all targeted campaigns are delivered with 100% share of voice to a highly engaged audience cross-device – 148 minutes per user per day.