Spotify Audio Ads — How to Navigate This Platform In 2021
As a marketer, you should look for new and different ways to grow your business. I know you have to think more about doing SEO and Facebook marketing. Although things like these are really important, you want to think outside of the box.
Traditional marketing methods will help you, but if you want to take things to the next level, market wherever your customers hang out. One way of doing this is to advertise on Spotify.
You may never have thought about advertising on Spotify. Although it’s a great platform, keep in mind that you don’t have to advertise everywhere.
Define the platforms that can bring you a great ROI and work on them. After that, if you think you have enough resources to scale your marketing, go ahead and do that. It will let you dominate in your field. I want to remind you that it can be tiresome, and you don’t want to lose your existing business.
So figure out that where does Spotify lands for your business? How can it help you grow your business? Once you have figured out its importance for your business, the process of advertising on this platform will start. Today’s article will help you navigate this platform.
Spotify Audio Ads
Spotify Audio Ads are one of a few ways to expand your reach and connection with your audience.
With so much music available, the ability to create playlists and listen even when offline, many people are falling in love with Spotify.
For advertisers, this platform offers several marketing options. Apart from audio ads, you can run display ads, video ads, and ads through podcasts.
Spotify’s Audio Advertising Platform is called Audio Everywhere. It is designed to help brands reach potential customers irrespective of their devices and location. Between songs, Spotify will play your ad to users.
Apart from hearing the advertisement, they can click on the display unit and visit your chosen URL. This is more effective than other radio ads. With traditional radio ads, users have to remember your name for the connection. But Spotify is different as it allows users to learn more about you by clicking on the URL.
You’ll be able to reach customers on browsers, desktops, mobiles, and tablets.
Why Use Spotify Audio Ads?
Before I talk about some strategies to use while advertising on Spotify, let’s discuss a few reasons to advertise on this platform:
A Huge No. Of Active Users
We can’t ignore the growth of Spotify. Boasting around 250 million active users, this platform has taken the streaming business by storm. This user base will offer you a huge no. of people for your niche.
Plus, with a 100% share of voice (SOV), you can’t go wrong with audio ads. There are also claims about audio ads having better engagement than visual ads.
Plenty Of Content
With 500,000 podcasts and over 50 million songs, they have plenty to offer to their users. And this library continues to grow. As every generation can listen to stuff according to their taste, their user base is likely to stay. With the platform’s growth, you’ll get more chances to be visible.
Screenless Moments
On traditional social media platforms, you have to actively see the content. But as Spotify is an audio platform, users can listen to your ad while cooking, driving, etc. This may compel them to research about you more.
Voice-Enabled Ads
This feature is worth mentioning. Voice-enabled audio ads will allow users to say a specific phrase to take action. For example, your customer is exercising or driving a car, and they say “Play Now.” That will start a playlist created by the brand. It increases their chances of interacting with you more.
Strategies for Running Spotify Audio Ads
If you made up your mind about running ads on Spotify, the following tips would help you:
Choose Your Goal
The first thing you should be clear about is the objective. You’ll be using Spotify for one of these two things:
- Promoting your brand
- Promoting your music or music-related content
Choose the goal accordingly.
Spotify will ask you about an ad name. It won’t have any impact on the ad performance. However, it will help you remember about the ad.
Define Your Audience
In this step, you want to figure out your target audience. Remember that not everyone is your customer. So you want to double down on your target audience.
First, you’ll select the geographical area of your campaign. It can be a country, city, state, or a designated market area.
Then, you are going to select the age range after that, select gender. You also get to choose users according to their listening behaviors. For example, you can select all music or a particular genre.
In the end, select platforms, playing times, schedule, and budget. And then, you are good to go.
Spotify Specifications
While working on your ads, keep in mind the following requirements:
- File Size — Under 1MB
- Length — Under 30 seconds
- File Types — MP3, WAV, or OGG
Ad Copy
You want to create a strong ad script. It’s kind of obvious: if you don’t have a strong script, all your efforts will go in vain. So I’ll recommend working with a professional copywriter from Upwork or Fiverr.
Final Words
I’ll end the article with a few recommendations on Spotify audio ads:
- Use Spotify’s voice-over services for your script.
- Treat these ads differently from radio ads.
- Provide key information in the ad
- Add a strong call-to-action
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