Adobe looks to harness the power of Spotify

For its 146 million users around the world, Spotify has quickly established itself as an important way to consume music.

The streaming service’s users are highly engaged, with cross- platform users averaging two hours a day on the platform. But it is not just its popularity that gets marketers salivating when they think of Spotify.

The service uses first-party login data so that its audience is 100% authenticated across multiple devices. This allows user targeting based on broader metrics such as gender, age and location, but also right down into specific musical genres or playlists.

“Digital audio is exploding, and Spotify provides a true cross-channel offering with not only streaming audio, but also video and display ad formats that engage consumers in a natural and intuitive way,” says Brit Sundberg, Programmatic Media and Data Strategy, Dr Pepper Snapple Group. 

As such a fertile ground for finding a cross-channel audience, it is perhaps no wonder that some of marketing biggest guns have set their sights on the service. Adobe Advertising Cloud has announced that it has added Spotify as a ‘premium inventory source for digital audio, display and video advertising formats’.

“Spotify is one of the premiere streaming music destinations for consumers of all ages and has done an incredible job translating that engagement into a compelling value proposition for marketers,” said Keith Eadie, vice president of revenue and partnerships, Adobe Advertising Cloud.

Successful beta

Adobe has performed a successful beta programme, whereby over 50 advertisers (including DR Pepper Snapple Group) successfully executed 70 campaigns through the company’s demand-side platform.

Adobe’s platform allows marketers to purchase multiple ad formats across Spotify’s premium cross-channel services, including mobile in-app audion and static and rich-media desktop displays. The user can also access a number of reporting metrics such as ad frequency, viewability and quartile completion percentage.

“By taking a calculated approach to not only audio, but also display and video ad formats,” Keith Eadie says.  

“Spotify has positioned themselves to be an instrumental partner for brands looking to reach and engage users across multiple channels.”

Sundberg continues:

 “Their integration with Adobe Advertising Cloud gives us instant learnings across both desktop and mobile and allows us to deliver meaningful brand messaging at the perfect time to a highly relevant and engaged audience.”

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