Spotify Webinar Replay

Spotify continues to be the world’s largest streaming platform, outperforming competitors like Apple Music and Prime Music Unlimited.

The platform currently boasts a user base of 422 million listeners, 252 of which fall into the ad-supported category, making Spotify’s audience larger than that of the Super Bowl.

Read on as we dive into information to consider when advertising on Spotify.

Choose Your Ad Experience



Your bread and butter. Audio ads are the quintessential ad you think of when you think Spotify advertising - they can reach people anywhere and everywhere. Because they are build directly into listener’s playlists, audio ads perform best when folks are on-the-go. i.e. the perfect little earworm. 

Spotify has made it easier for any skill level to create a 15-30 second audio ad, through their Ad Studio. Their Ad Studio also offers an array of free and paid tools, which makes customizing your audio ad to your audience a lot simpler in 2022.

The ad itself is no longer just audio either. With a clickable photo and call-to-action taking the place of your cover art, listeners have easy access to your website, app or Spotify Page.

Things to keep in mind:

  • Pay attention to frequency. Spotify’s research shows that the higher frequency of your audio ad, the higher the conversion rate.

  • Check in. Listen to what your conversion rates are telling you. Things like “how many listeners have accessed my music 2 weeks after my ad?” Advertising is always a rolling work-in-progress.

  • 30-second ads should follow a script that has roughly 70 words that are customized to your listener’s location/environment. For example, starting an ad with “Hey Vancouver!”

  • The call to action should be short and sweet, no more than 30 characters. (Sign-Up, Visit Profile, Listen Now, etc).

  • Pay attention to tone. The more seamless transition from a playlist to the tone and voice of your ad, the more positive recall listeners will come away with.

  • Think quality over quantity. Spotify’s ability to understand its listeners is unparalleled, setting you up to hit the right segment. Preparing ads for a smaller, but more responsive audience will outperform a larger, uninterested audience.

We suggest pairing audio ads with any specific announcements that your brand may have. 

For example, a recipe for success could be using an audio ad to announce Tomorrowland 2023 while fans are listening to Spotify's Dance/Electronic Mix playlist.


Video ads let you take your ads to the next level by combining the power of visuals and audio into one quick ad. When it comes to industry benchmarks, Spotify’s video view ads take the lead in viewability scores.

Video Takeover


A video takeover ad is a unique in-app experience for listeners, where ads target users that are engaged with the Spotify app itself. Users are played a 30-second video between songs, and since these ads are played only when fans are engaging with the app, the ad is ensured to reach its intended target.

The main advantage of using video takeover when compared to other Spotify ads is because of its ability to engage users. By adding the extra layer of visuals, artists aren’t limited to audio alone, allowing them to express their creativity more freely. This combination has been proven to perform exceptionally well over its audio-only counterpart. 

Platforms: mobile and desktop

Sponsored Sessions


Sponsored Sessions takes it one step further by making your brand the gateway to Spotify Premium. This product offers audiences the opportunity to unlock 30 minutes of ad-free listening as a reward for watching your brand's video.

Just like Video Takeover, sponsored sessions only occur when listeners are engaged with the app, giving you a guarantee of reaching your audience. However, Sponsored Sessions take the idea of competing for your audience out of the equation. For 30 minutes your brand is the only one that will have interacted with users who opt-in to the service.

Note that users only experience your brand's Sponsored Session if the app is in view at the start of a mobile session.

Deciding between video ads and sponsored sessions is difficult, and depends largely on your brand, audience and the type of message you want to get across.

From our team’s experience, we’ve found that sponsored sessions tend to provide the best “bang for your buck” when compared to video ads. Not having to compete with other brands, and not interrupting fans’ playlists is a hard combo to beat.
Platforms: mobile & tablet devices

Video Ad Pro-Tips:

  • Spotify Ad studio can be used to make video ads as well as audio ads

  • Optimize video ads for mobile as 69% of video ads run on mobile devices

  • Spotify is a listing platform first so don’t under service your script, even when implementing visuals

  • Keep your script at a maximum of 55-70 words.

  • Have a direct CTA. Ads that do have a 3x higher click-through rate.




Overlay ads are designed for viewability and provide maximum brand impact because they appear right when a user returns to the Spotify app. Overlay ads are clickable, and drive traffic to your brand’s landing page.

Platforms: mobile, desktop

Homepage Takeover


A Homepage Takeover is an ad displayed on Spotify's homepage for 24 hours.

Its’ banner is clickable and supports rich media so you can include interactive elements to further capture listeners’ attention. Homepage Takeovers deliver a high impact experience to audiences.

Platforms: desktop only



Leaderboard ads are banners that allow you to reach your listeners in a brand-safe environment. They are only displayed for 30 seconds. Leaderboard display units are clickable, and only appear when Spotify is the top app on the screen.

Platforms: desktop and web app

Display Advertising Pro-Tips:

Choosing the right display format depends on your campaign goals, budget and audience.

For example, let’s say you’ve got a spicy festival announcement just around the corner. An effective game plan might look like running short from leaderboard and overlay ads in the days leading up to the announcement to build up some hype. You can even link these displays to campaigns like line-up predictors or personalized playlists to get listeners interacting. These “bread crumbs” will keep your festival top of mind right up until the big day.

Then, 24 hours before the announcement, where the goal is to hit with a big splash, consider a homepage takeover. Not only will this ad run the whole day, but it can feature interactive elements, allowing you to link fans out to a final announcement campaign, or a live countdown.  

This same display ads strategy can be recycled for almost any type of announcement or release, whether that’s a new album, or even a line of merch. Regardless, it’s important that you experiment with different forms of Spotify ads running in parallel to your other social channels and campaigns.



Let’s talk about podcasts. They’re fully here, and consumption just continues to grow. In fact, on average, listeners spend over 30 minutes a day listening to podcasts, making them an optimal medium for driving awareness & engagement.

You can have your messages delivered by trusted voices, or leverage turnkey audio creative options. Spotify offers a wide range of podcast advertising opportunities.

Podcast Advertising Playbook

With over 11 million Canadian listeners and more than 2.2 million podcasts to choose from, there are a few different variables that brands must consider when determining their podcast advertising strategy:

  1. Know your audience:
    Align with the interests, demographics and behaviours of your listeners. Which podcast categories best align your brand with the right type of listener? 

The better alignment you have with your audience, the more natural and authentic your ad will feel. And the more memorable. So, while it may be tempting to throw your ad at the highest viewership possible, it’s important not to overlook the more niche podcasts your fanbase relates to.

Pro Tip: Use the Spotify Ad Studio once you know exactly who you want to reach. It will allow you to target by demographic, geographic & interest segments.

  1. Host Read or Voice Talent ads?
    When advertising through Spotify, there are two main formats you should choose between: Voice Talent podcast ads and Host-Read ads. Voice talent ads are pre-recorded by an actor or producer and are dynamically inserted into podcast audio. This type of ad is effective when driving upper funnel awareness, extending the reach of a campaign or targeting a specific genre. Host-Read ads, involve the show’s host creating and voicing your ad in the style of the show.  This format establishes an emotional connection with listeners as your ad is being read by an individual they know and trust.  

Pro Tip: Diversifying your ads spread with both Host-Read and Voice Talent ads across several smaller shows is more effective than putting all your eggs in one basket with one large podcast. 

  1. Measure and Maximize
    Spotify’s Streamline Ads Insertion (SAI) technology boasts high-quality analytics which you can directly access to inform and refine your podcast advertising campaign. Leverage confirmed ad impressions, audience insights, creative insights, and measurable outcomes based on confirmed ad exposures. SAI will make it easy for you to make data-driven decisions as you experiment with different ad types with podcasts.

Final Tips

Context, Context, Context

As a marketer, you know the importance of context. You can make the most of your ad by meeting your audience where it makes sense. Check out Spotify's Stream of Context article, where they asked users how and why they listen, or their moments cheat sheet for reaching people in the right moments.

Keep Audio Ads Clear

Audio ads are most effective when they are clear and uncluttered. Avoid confusing listeners by using too many voices in your audio ad. It is also a good idea to avoid using sound effects if you're advertising music so listeners can focus on your main message. Finally, avoid annoying your audience by using shrill or jarring sounds.


It's important to note that Spotify ads may not return a high click-through rate (CTR). This is because most of the action on your ads will be during playback. Therefore your result may seem to be lower in click-through conversions compared to advertising on other networks. This is not a bad thing, since the platform's value is building contextual brand awareness to fill your marketing funnel with relevant leads.

Conclusion: Spotify has worked tirelessly to make its platform one of the easiest and most effective environments for advertisers. Don’t be afraid to experiment adding the platform to your advertising strategy suite.

Not sure where to start with Spotify advertising? Contact us for a free consultation on how you can implement Spotify ads within Tradable Bits for your fans.


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