A new look; better targeting; new ad formats. Those are the chief attributes of Spotify’s relaunch of its self-serve audio advertising platform.
Oh — and a new name. BEFORE: Spotify Ad Studio. NOW: Spotify Ads Manager. (See RAIN’s coverage of Ad Studio HERE.)
Spotify promises a new look and feel, and expanded capabilities for its advertiser clients. Chief among the new functionalities is advanced targeting. Spotify is expanding its menu of interest segments, giving advertisers more choices, and greater definition, in creating audience targets. (Happening later this month.)
In addition, two new ad formats are included in Spotify’s announcement: Canvas, and Opt-in video. (Canvas is a full-screen presentation of looping video.)
Recently implemented measurement tools are included in today’s announcement. And global expansion is part of it … or will be. Spotify promises 50 new markets “in the future.”
A case study is sketched in Spotify’s press release. Travel company Contiki is a case study partner in this evolution of Ads Manager. Using a mix of audio and video ads, Contiki achieved a 267% increase in clicks to its website. (“We’ve seen consistently great campaign results from using Spotify within our holistic paid media approach, and this has only reinforced for us the effectiveness of this channel.” – Michelle Nachum, Brand Campaign Planner & Strategist, Contiki)
