With streaming conversion metrics, music marketers can understand how their audio ads on Spotify impacted listeners.
In 2017, we introduced Spotify Ad Studio — a self-serve platform that allows advertisers to reach listeners on Spotify’s ad-supported experience while they’re listening to music. Since launch, hundreds of artist teams, labels, and music marketers have used Spotify Ad Studio as part of their promotional plans. It’s a great addition to campaigns you might be running on non-music platforms: Audio ad campaigns on Spotify can reach the right audience when they’re already listening and in the mood to discover music.
Labels and artist teams using Ad Studio have been asking us for more insightful ways to understand the impact of their campaigns. We’re excited to roll out a new set of streaming conversion metrics that’ll help you understand how those listeners responded after they heard your ad. How many people who heard your ad checked out your music on Spotify? Did your ad perform better with fans that have been playing your music recently or with newer listeners? How many of them saved your music to their library or added one of your songs to a playlist? Check out some of these new metrics below:
“This is the reporting we’ve been wanting to see,” shared Jimmy Brunetti, VP of Marketing at independent label services company Croshal Entertainment Group. “I really like how it gives us an indication about how our ads drive deeper actions. That’s promising for an artist, especially newer artists with room to grow.”
While Spotify for Artists gives artist teams a detailed look at who’s listening to their music, Spotify Ad Studio provides another channel for promotional campaigns. You can announce a new release, or take advantage of a trending moment. And afterward, you’ll get to see exactly how your campaign made waves among Spotify listeners. You’ll learn how audiences engaged with your ad, and you can use that information to inform your future promotional strategies. Given their importance to artist teams, we intend to offer these types of conversion metrics for future advertising products.
With audio ads, you can give Spotify listeners a taste of your artist’s sound and personality to make for an even more intimate connection. Just take a recent campaign that Wavo — a music marketing agency — ran for a recent Rich the Kid release with Interscope. 38% of people who heard the ad (which featured a sample of the new song, along with an introduction from Rich the Kid himself) went on to listen to the artist. And almost 20% of those listeners streamed his music for the first time that month:
“With Spotify's new advertising capabilities, we’re getting insight into not just how our campaign is resulting in streams, but deeper actions for an artist like how those listeners are turning into fans and adding a song to their playlist or hearting a song. Those are the holy grail of metrics for an artist to know," says Conor Clarke, CEO and co-founder of Wavo.
Mariah Czap, Digital Marketing Manager at independent label Yep Roc Records agrees. “Spotify Ad Studio helps us discover new fans for our artists and encourage passive fans to become more active. With the new reporting, it’s really exciting that we can now see how listeners are taking action even after they hear an ad. The new metrics give us a deeper understanding of how our campaigns are performing and how they have an impact far beyond a click.”
We love hearing these types of success stories from artist teams who use Spotify to turn casual listeners into devoted fans—the fans who end up at the front row of your shows, buy your merch, and eagerly share your music with friends and followers. Ad Studio is just another tool to help support what you do best: create music that has the ability to touch hearts around the world. If you’re a member of an artist team with permission to view stats about music on Spotify, you can head over to Ad Studio to learn more about setting up a campaign.
Stay tuned for more updates as we continue to help you and your team use Spotify as part of your promotional campaigns.