Spotify pushing visual with carousel ad launch
More ways to spend money, coming soon to Spotify
Spotify has launched new visual advertising formats on its platform, with the introduction of branded playlists and carousel ads.
Brands can now exclusively sponsor already popular playlists, such as New Music Friday and Today’s Top Hits, with visually prominent placements, and audio ads throughout the playlist.
In addition, Spotify is launching carousel ads, a swipeable display format that allows brands to visually advertise — with click through links — directly in Spotify’s “Now Playing” viewer.
Brands can feature up to six cards, each with its own image, description, and unique link, with the ability to include pricing and promotional details.
Sponsored playlists are now live in Australia, and are available through a direct buy. Carousel Ads will be live in two weeks through Spotify Ads Manager.
Sponsored playlists are coming to Spotify
Spotify’s ad manager has also introduced A/B testing, where advertisers can compare different creative approaches, with measurement across completion rate, click-through rate, video view expand rate, cost per click, and cost per acquisition.
Advertisers can also now access real-time, automated bidding through the ad manager, allowing brands to “deliver their full campaign budget without the uncertainty of manual bidding” according to the press release.
“Whether they are engaging with video podcasts, or sharing new music discoveries, our local fans are deeply intentional about their time on the platform,” said Adrian Bingham, head of sales at Spotify Australia.
“By moving beyond background noise to become a part of the fan experience, advertisers can turn this high-impact engagement into measurable results.”
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