Spotify has launched what it says is the first self-serve platform for marketers to set up and manage audio ad campaigns.
Advertisers can choose to upload preproduced ads or upload a script and have Spotify create ads with background music and voiceover in the new Spotify Ad Studio platform. Advertisers also provide an image to display while their ads play on the streaming music service. The platform supports 15- or 30-second audio ads that play during programmed breaks between songs.
Streaming audio, which IAB broke out for the first time in its 2016 annual survey of the US internet advertising market, topped $1.1 billion in ad revenue in last year, according to the report. Spotify’s self-serve advertising platform is designed to bring more small-to-midsize businesses onto Spotify, which claims an audience of more than 70 million users.
Unlike traditional radio, advertisers can target audience segments meeting various criteria.