How to find your target audience

Whether you’re a small business or a big brand, Ad Studio can help you get campaigns up and running in minutes. Plus, you can use simple, data-driven audience targeting tools to find your collaborators at the right time.

In fact, 61% of Spotify listeners say digital audio ads help them discover new brands.3 Not to mention that multi-device users stream Spotify for 2.5 hours a day.4

Here are three ways to use Spotify’s digital audio advertising tools.

1. Use contextual targeting.

Reach listeners with real-time audio ads that match the content they already enjoy and when they already are. Spotify research suggests that 75% of Spotify listeners remember ads better when those ads recognize their specific tuning.5

Using Spotify’s Connected Audience, we can gauge how and when people are streaming audio throughout the day. For example, we understand the genres and formats they interact with at certain times and the devices they use, including smart speakers, game consoles and smartphones.

Take GAIA Design, a leading company in home furniture design in Mexico. At the height of the pandemic, they wanted to help people create more comfortable home workspaces. So they used Spotify Ad Studio to target students and remote workers at the most relevant time, especially when they were concentrating on their work or studying at home. The result? GAIA recorded a click-through rate (CTR) that far exceeded its expectations and benchmarks.

2. Get into the Gen Z mindset.

If you’re investing in digital audio advertising, you can’t overlook two valuable audience segments: Gen Z and Millennials. According to GlobalWebIndex, 90% of Gen Z and 86% of Millennials listen to audio digital every month.6 Reaching those coveted listeners on Spotify is a breeze: More than half of ad-supported Spotify listeners in the US are under 35 years old. 7

Research suggests that Gen Z listens to music to feel happier and escape screen-dominated experiences. Meanwhile, millennials are turning to nostalgic playlists and using audio to connect with their favorite creators and communities.

Advertisers have a valuable opportunity to reach these hyper-engaged audiences with contextual targeting and personalized messages that seamlessly integrate with their experiences.

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