Spotify allows brands to target listeners

Really interesting business model. Spotify has a very qualified target audience and holds a demographic that has spending power, nostalgia has taken over marketing, with Pokemon Go, and all the superheros flicks making a comeback with collectibles from figurines to comic books.

“The marketplaces let brands buy audiences via real-time bidding based on demographics such as age, gender, location and listening habits including playlists and genres. Programmatic advertising will be available in Spotify’s 59 markets around the world.

According to Spotify, the addition “rounds out” its programmatic offerings across display, video and audio. In March, it rolled out updated display and video advertising for mobile devices while promising viewability as high as 100 percent. Then in May, it started letting brands sponsor some of the most popular playlists.

They belong to the generation of those born in the 1970s-1980s, and we’re in our 30s, hovering between parenthood and childhood, with the expense power to satiate our inner child. If you notice, there are plenty of marketing/ad campaigns that centre on tugging at heartstrings and nostalgia.

The same demographic (excluding China) are Spotify users and nothing better than targeted advertising from brands according to one’s playlist and music taste.

Juliana Loh

Juliana is a freelance marketing communications strategist with more than a decade of experience in the field of advertising, journalism and luxury hospitality, with a focus on China and the Asia Pacific region.

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