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Spotify is a popular music streaming platform that launched in India in 2019. In India, the platform offers several premium plans, including a student plan that starts at Rs 66 per month, and other plans that offer an ad-free experience for a daily, monthly, or annual fee.
Globally, on average, 40% of Spotify’s users are on Spotify Premium and drive 90% of the revenue. However, in India, the numbers are different, and the Indian market is a small part of Spotify’s overall business. According to industry estimates, Spotify has about 48 million monthly active users (MAUs) in India as of 2023.
Spotify is a popular music streaming platform that offers advertisers the ability to reach their target audience through several ad types. In this primer, we’ll go over the different ad types available on Spotify and explain how each one can be used to reach a specific audience.
This is the simplest way to run your ad on Spotify. Your ad will reach your target audience no matter what device they’re using, and the ads will play in between songs when users are active on the platform. You also get a clickable display unit so people can click or tap it and go to your target URL. If you’re experimenting with advertising on Spotify, starting this way will help you understand who receives your ads and who converts.
Sponsored sessions are ads that display on mobile and tablet only. They play 30 minutes of uninterrupted music or podcast in exchange for the user watching a full-length advertisement. These types of ads are great for reaching mobile and tablet users who are looking for an ad-free listening experience.
Video Takeover ads are a powerful ad strategy that displays on mobile and tablet only. These ads provide a more premium experience for the user with a complete video, which helps to make your ad appear more engaging. It comes with a clickable companion unit so users can click over to your target URL. These ads are great for reaching mobile and tablet users who are looking for a more immersive advertising experience.
Overlay ads are fixed advertisements that display when someone returns to the app. There’s no audio or video, and it mimics a banner ad like you would see on an app or website. These types of ads are great for reaching users who are looking for a simple, non-intrusive advertising experience.
Homepage Takeover ads are standard display advertisements that only work on desktop. These ads earn you a spot on Spotify’s homepage for 24 hours, with a clickable ad that supports rich media. You can include interactive elements to make the ad more engaging. These types of ads are great for reaching desktop users who are looking for a more engaging advertising experience.
Leaderboard ads are displayed on desktop and the web player for 30 seconds. These types of ads are great for reaching desktop users who are looking for a quick, attention-grabbing advertising experience.
Sponsored Playlist ads work on all platforms and allow you to reach the most listeners by serving as a sponsor of Spotify. Your ad displays on Spotify’s sponsored playlists, so you essentially own the real estate when you choose this type of ad placement. As someone listens to the playlist, only your ads will display as they stream it. These types of ads are great for reaching a wide audience with a specific interest.
In summary, Spotify offers several ad types that can be tailored to reach specific audiences on different platforms. These ad types range from simple audio ads to more immersive video and interactive ads. Advertisers can experiment with different ad types and placements to reach their target audience and gain insights on how their ads perform.
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