Spotify has introduced a new suite of advertising formats, tools, and research, signalling its evolution from a music streaming service to a multi-format media platform. The move aims to offer brands more immersive and interactive ways to connect with audiences.
The platform is expanding across audio, video podcasts, and interactive experiences, reflecting changing user behaviour and deeper engagement patterns. One of the key updates includes an enhanced Sponsored Playlists feature, allowing brands to own full share of voice across popular playlists like RapCaviar and Today’s Top Hits, while ensuring fewer ad interruptions for listeners.
Spotify is also testing Carousel Ads, a swipeable format within the Now Playing screen that lets brands showcase multiple visuals along with links and promotional messaging. Early adopters of this format include brands such as Priceline, eBay, and GNC.
On the tools front, Spotify Ads Manager now includes features like split testing, enabling advertisers to compare creative performance, and automated bidding powered by machine learning to optimise campaign delivery and efficiency.
Brian Berner, Global Head of Advertising at Spotify, noted that users today are actively engaging with content-whether through curated playlists, video podcasts, or interactive features-making the platform a more dynamic space for brand integration.
Additionally, Spotify has released a research report titled ‘The Sound-On Era’, highlighting how audio is becoming a key interface in digital consumption. The findings point to growing opportunities for advertisers as engagement with audio content continues to evolve.
