Spotify renews its offer of tools for advertisers: programmatic purchase, AI, advanced segmentation …
Within the framework of its Spotify Advance event, held yesterday in New York, the streaming music platform announced New tools for advertisers collected in Spotify Advertisingits advertising ecosystem.
Spotify thus opens a new stage in which modernize its advertising technology, reinforce alliances and focus on human experienceall this while facilitating the purchase, creation, measurement and obtaining of clear results on their platform. Let's discover all your novelties.
Spotify ad exchange is born
One of the star ads was the launch of Spotify Ad Exchange (Sax), the new commitment to programmatic purchase. For the first time, advertisers will be able to access registered Spotify users through real -time auctions, with advanced segmentation and measurement capabilities. Sax is now available in Spotify key markets: United States, Canada, Europe, Australia, New Zealand, India, Singapore, Brazil and Mexico.
This offer was born after a pilot test developed in the United States and Canada with The Trade Desk and its OpenPath technology. Now, platforms like Google Display & Video 360, Liveramp Magnite, Adform or Yahoo DSPhave Access to audio, video and display formats For music, and soon for podcasts.
Innovations in Spotify Ads Manager
The company has not only presented new solutions, but has renewed star products like Spotify Ads Managerto give advertisers the greatest possible flexibility when hiring the advertising services that best fit their needs.
Spotify's self -service platform now integrates new advanced segmentation functions, own measurement tools, and new results -based objectives. These improvements allow advertisers of all sizes to create, optimize and measure their campaigns in Spotify, including Spotify Pixel and Custom Audienceskey alliances with third parties and a new application objective of applications.
More ease in creation
Spotify gen ai ADS
US advertisers and Canada may Generate scripts and locutions No additional cost using the AI In Spotify Ads Manager. A simple and innovative way to create scalable and quality audio ads.
Spotify Creative Lab
The platform has highlighted Creative Lab, Your creative team that works with brands and agencies to help create effective campaigns and unpublished experiences within the platform. Some successful cases mentioned were: Bestie Mode ”with Coca-Cola and Oreo, the“ Music Taste ”campaign by American Express and Resy, and the“ 100 years of Chevrolet ”in Brazil.
Spotify Aux
Spotify's internal musical advice has welcomed Two new partners: Visa and Kona Big Wave. With Visa, the platform will work to respond to the needs of both artists and entrepreneurs and business owners. While his alliance with Kona Big Wave will focus on the development of live experiences with which to enhance narratives and consolidate his presence in culture.
Added to this, has reaffirmed collaboration They have been holding over several years With Coca-Cola. The role of Spotify Aux is to boost brands by connecting the worlds of brands, artists, creators and fans of music and content culture.
New objectives of the conversion funnel
Spotify has created the Application installation objectivea function that will allow advertisers to show ads to users with the most chance of clicking and downloading their app. On the other hand, the new Web Traffic Objective It has the ability to optimize campaigns to attract those most likely users to visit their website.
Measurement solutions
Another existing tools than the company has updated is Spotify Brand Lifttheir own measurement solution with which advertisers can better understand how their campaigns on the platform impact their brand's metrics. Likewise, both Spotify Brand Lift and Spotify Pixelanother measurement tool that works by insertion of code, have been added to Spotify Ads Manager.
In addition to this, the platform is investing in strategic associations with third partieslike Doubleverify and IAS for Ads Manager, and adopting technologies such as The Trade desk Unified Id 2.0, Liveramp's Rampid and Pair de Google Display & Video 360 for Sax. These improvements expand measurement capabilities and reinforce Spotify positioning as a reliable advertising partner.
Spotify figures
Spotify also celebrated an important milestone: its First full year of profitabilitywith a 20% growth in total interannual income. The advertising income has grown by 141% since 2020driven by brand advertising and a commitment to automation.
The Spotify Ads Manager income grew more than 50% interannual in the Fourth quarter of 2024. Regarding the prospects of the market in general, facing 2025, automated channels are expected to generate 2,000 million dollars in advertising investment in digital audio. For its part, Planning and automated purchase They have become the standard of the industry, representing More than 90% of digital advertising spending in Display in the United States.
According to internal data, Spotify already accumulates 675 million users in 184 markets and, of these, 90% consider the platform as essential in their daily life. He Increased video consumption on the platform (44% more in the US year by year) also reinforces the strategy of Mix audio and video in adscombination that Improves purchase intention 27% and additional sales 66%in front of the ads only audio.
Photo: Spotify
