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Spotify allows brands to target user streams

Spotify, Desktop

Spotify, Desktop

Music streaming giant Spotify has announced Playlist Targeting, a solution that will allow brands to reach audiences according to what type of music they are streaming.

Playlist Targeting is to be an extension of the company’s Spotify for Brands platform, which provides insight into user streaming data. Beginning from May 1, Spotify says brands will be able to deliver their advertisements to audience segments based on streams created by over 1.5 billion playlists.

“Our new targeting solutions based on rich behavioural insights combined with our global footprint in 58 markets give brands unprecedented ways to reach streaming consumers,” Spotify Chief Revenue Officer Jeff Levick said in a company statement.

The streaming service said businesses will be able to target campaigns “with 100 per cent share of voice” to audiences across devices, basing targeting on genres such as “workout”, “party”, and “ethereal romance”.

Data to be targeted includes the age and gender of the Spotify user, their geography, chosen language, the time of day they listen to music and their device of choice.

Playlist Targeting comes as the latest marketing servicing taken on by the streaming service, after launching its Video Takeover and Sponsored Sessions options in 2014. Spotify says it has seen a 53 per cent Year on Year (YoY) increase in ad revenue, along with a 380 per cent YoY revenue increase in their mobile ad sector.