New ways to buy, create and measure with Spotify

With over 675 million monthly active users, Spotify isn't just an app; it's an integral part of our users’ daily life. In fact, we’re the #1 most homescreened app, and the #1 app people say they can’t live without.¹

In a landscape where people are bombarded with messages, Spotify is the antidote; a place where people are actively engaged with the content they love at different moments throughout their day.

Now, advertising on Spotify is more dynamic than ever before, with more ways for advertisers to buy, create, and measure. Read on to find out what’s new, and how all of this will help you to level up your ad strategy and drive results.

New ways to buy

At Spotify, we never take our foot off the gas. Innovation is constant, and always rooted in what we know our users—whether fans, creators, or advertisers—demand. Our goal will always be to give advertisers maximum flexibility to serve their diverse business needs.

That’s why we’re evolving our offering to provide new automated ways to buy ads, making it easier to create, launch, optimize and measure campaigns at scale.

You can now choose between two automated, biddable buying paths: Spotify Ad Exchange—opening up access to high-quality Spotify inventory through industry-leading DSPs—and Spotify Ads Manager.

Spotify Ads Manager, our self-serve advertising platform, empowers brands to manage their digital campaigns on Spotify with ease, control, and performance. Create a campaign in minutes—you can upload existing audio and video assets, or create new audio assets for free—and launch within 48 hours.

You can also customize your Ads Manager campaign by optimizing for diverse business objectives across the funnel—including Impressions, Reach, Video Views, and Clicks. We recently launched two new objectives aimed at helping advertisers achieve mid- to lower-funnel outcomes: App Installs and Website Traffic.

App Installs Objective

Today, 75% of ad-supported Spotify streaming happens on a mobile device.² With that in mind, we developed a brand new App Installs objective in Spotify Ads Manager, enabling advertisers to optimize their campaigns to reach people most likely to click on their ads and download their app. You can also re-engage existing app users, and monitor app installs with seamless reporting through Appsflyer and Kochava.

Website Traffic Objective

Finding your audience on Spotify is one thing—getting them to take action is another. The new Website Traffic objective enables advertisers with the Spotify Pixel installed to reach Spotify users most likely to view their website. This unlocks advanced optimization, and the ability to measure, validate, and scale campaigns all within Ads Manager^*.

Audience Targeting

Spotify knows its fans on a deeply personal level, and applies that knowledge to deliver a highly personalized in-app experience. It’s this same streaming intelligence that ensures fans see and hear personally relevant ads, too.

However, we understand that advertisers may also want to utilize their own customer data to help them pinpoint their audience. That’s why we introduced custom audience targeting to Spotify Ads Manager. With this tool, you can upload your customer lists to match data from your community to Spotify users, and use them to build lookalike audiences that help you reach new listeners on Spotify who share similar characteristics.

New ways to create

Creativity makes our world go round at Spotify. And we want advertisers to be a part of that world, too. So we’re building new tools and formats to enable greater creativity—and greater efficiency—to help deliver the most effective campaigns on Spotify.

AI-Powered

Our new AI-powered script and voiceover generator is available exclusively on Ads Manager, and a game-changer for developing audio ad creative quickly and at scale. Follow a series of prompts to generate an ad script from scratch, create a voiceover based on gender and tone-of-voice inputs, add background music from our selection of wide-ranging tracks, and you’re ready to launch powerful, scalable ads tailor-made for the Spotify platform. Simply tweak and regenerate as many times as needed to get your ad just right.

By using generative AI, you can create ads in just a few minutes, and our tool is completely free to use. With Ads Manager, advertisers are always in the driving seat.

Dynamic Display

Spotify is also bringing more visual formats to Ads Manager. You’ll soon be able to integrate in-feed display creative into your campaigns to help your ads reach fans in highly viewed placements across the app, such as the Browse page and the Now Playing View. Display ads zero in on the users most likely to view and engage with the ads they’re served, and they’re only served when the app is in focus.

By combining display creative with audio and video, you can create a truly dynamic and impactful campaign—reaching your target audience with the right message, at the right moment, across a range of formats.

New ways to measure

Understanding how campaigns perform in real time is crucial for making informed adjustments that lead to better results. But what about the bigger picture? What do consumers think of your brand? And how can you confidently attribute conversions?

Spotify Brand Lift

Spotify Brand Lift is our revamped measurement solution, coming soon to Ads Manager, that gives advertisers a deeper understanding of how users' high engagement and attention on our platform translate to meaningful impact for your brand. Track key metrics like ad recall, awareness and purchase intent, and refine your strategy accordingly.

A Spotify Brand Lift survey can be set up in Ads Manager, include up to three questions, and is only ever served to users when the app is in focus. Best of all, these insights are available for free!

Conversions API

The ultimate goal of any advertiser is to convert prospects into customers. But tracking conversions back to where a customer journey started is rarely straightforward.

Our incoming Conversions API gives you visibility into cross-device actions listeners take on your website, app, or offline. This server-based attribution solution will enable you to pass such conversion events to Spotify, providing an insightful and high-fidelity view of the lower-funnel performance of your campaigns.

You’ll be able to use the Conversions API alone or in combination with the Spotify Pixel for robust, deduplicated event tracking.