The Ultimate Spotify Advertising Guide

By Editorial Staff

Spotify has emerged as one of the most popular music streaming platforms worldwide, with millions of active users who spend hours listening to their favorite music and podcasts. Spotify presents a unique and promising opportunity for businesses to leverage Spotify advertising to reach their target audience in an engaging and impactful way.

In this ultimate Spotify advertising guide, we will explore the benefits of advertising on Spotify and how it can help businesses achieve their marketing goals.

Spotify Ad Formats

Spotify offers a diverse range of ad formats that cater to different marketing objectives and creative requirements. Understanding each ad format’s characteristics, benefits, and best use cases can help businesses make informed decisions when creating their Spotify advertising campaigns.

Audio Ads

Audio ads are played between songs during free listening sessions on Spotify. They are typically 15-30 seconds long and allow businesses to engage users through audio messages. These ads can be a powerful tool for creating brand awareness, driving consideration, and generating interest in a product or service. They are best suited for businesses looking to create a memorable and immersive audio experience for their audience.

Credit: Spotify.

Furthermore, audio can reach users actively listening to music or podcasts, allowing businesses to capture their attention in a captive environment. They are non-intrusive and seamlessly integrated into the listening experience, providing a natural, uninterrupted ad experience. Audio ads can be targeted based on demographics, interests, music genres, playlists, and listening behavior, ensuring the right message is delivered to the right audience.

Audio ads do not have any accompanying visuals, so businesses need to rely solely on audio messaging to convey their brand message. These ads are typically played during free listening sessions and are not available to Spotify Premium subscribers who do not hear ads. These are the best use cases for audio ads:

  • Creating brand awareness and generating interest among a wide audience.
  • Promoting new products or services through audio storytelling.
  • Driving consideration and intent to purchase through persuasive audio messaging.

Video Ads

Video ads on Spotify are full-screen, skippable ads that can be played on mobile devices. They are typically 15-30 seconds long and can feature both video and audio components. Video ads allow businesses to create visually engaging and dynamic ads that capture users’ attention through sight and sound.

Video ads can deliver rich, immersive brand experiences by combining audio and visual elements. They can showcase products, tell compelling stories, or create emotional connections with the audience. Video ads can be targeted based on demographics, interests, music genres, playlists, and listening behavior, ensuring precise audience targeting.

On the other hand, video ads are skippable, which means users have the option to skip them after a few seconds. Businesses must create compelling content that captures users’ attention and discourage skipping. Video ads are only available on mobile devices, so businesses should consider the mobile-first viewing experience. These are the best use cases for video ads:

  • Creating visually appealing and engaging brand experiences.
  • Promoting products or services that require visual demonstrations.
  • Storytelling and creating emotional connections with the audience through sight and sound.

Display Ads

Display ads on Spotify are visual banners that appear on the Spotify desktop app. They can feature static images or animated visuals and be placed in various positions, such as in the sidebar or the user’s playlist view. In addition, Display ads allow businesses to create visually appealing and eye-catching ads that grab users’ attention.

Display ads can be extremely beneficial as they deliver visual impact and create brand awareness through eye-catching visuals. They can promote products, highlight offers, or convey key messages visually. These ads can be targeted based on demographics, interests, music genres, playlists, and listening behavior, ensuring precise audience targeting.

Credit: Spotify.

Likewise, display ads are static or animated visuals with no accompanying audio, so businesses must rely solely on visual messaging to convey their message. Display ads are only available on the Spotify desktop app, so businesses should consider the desktop users’ browsing behavior and viewing experience. These are the best use cases for display ads:

  • Creating visually appealing and attention-grabbing

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How to Create a Spotify Ad Campaign

Creating a Spotify ad campaign is straightforward using Spotify Ad Studio, Spotify’s self-service ad platform. Here is a step-by-step guide on how to create a Spotify ad campaign:

Step 1: Sign up for an account

To create a Spotify ad campaign, you must sign up for an account on Spotify Ad Studio. You can visit the Spotify Ad Studio website and sign up with your email address. Once your account is set up, you can access the campaign creation interface.

Step 2: Define campaign objectives

The first step in creating a Spotify ad campaign is to define your campaign objectives. What are you trying to achieve with your campaign? Is it brand awareness, product promotion, or driving website traffic? Defining your campaign objectives will help you choose the right ad formats and targeting options that align with your goals.

Step 3: Choose ad formats

As previously mentioned, Spotify offers various ad formats, including audio, video, and display ads. Based on your campaign objectives and creative assets, you can choose the ad format that best fits your goals. For example, if you want to create an immersive audio experience, you can choose audio ads. You can opt for video or display ads if you have visually compelling visuals.

Step 4: Set up targeting options

Targeting options are crucial in reaching the right audience for your Spotify ad campaign. Spotify allows you to target your ads based on demographics, interests, music genres, playlists, and listening behavior. You can customize your targeting options to ensure your ad reaches the right audience most likely to be interested in your product or service.

Step 5: Create effective ad creatives

Creating effective ad creatives is essential for a successful Spotify ad campaign. Ensure your audio files are clear, engaging, and aligned with your brand messaging for audio ads. Create visually appealing videos with compelling visuals and audio components for video ads. For display ads, use attention-grabbing images or animations that convey your message effectively.

Step 6: Customize ad parameters

Spotify Ad Studio allows you to customize various ad parameters, such as budget, bid strategy, and scheduling. Set a budget that aligns with your campaign objectives and bid strategy that ensures your ads get maximum visibility. You can also schedule your ads to run at specific times or days of the week to optimize their performance.

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Tips and Best Practices

When creating effective ad creatives for your Spotify campaign, there are several tips and best practices to keep in mind. Firstly, ensure that your messaging is clear and concise, conveying your brand message in a way that is easy to understand and avoids cluttered visuals or overly complicated audio messages that may confuse or overwhelm your audience.

Credit: Pixelied.

Secondly, ensure that your ad creatives align with your brand identity, including your brand voice, tone, and visual elements, to create a cohesive and memorable experience for your audience.

In addition, it’s crucial to optimize your ad creatives for mobile viewing, as a significant portion of Spotify users access the platform through mobile devices. This includes using mobile-friendly visuals and ensuring your audio messages are clear and audible on mobile devices.

Testing and iterating are also key, as Spotify Ad Studio allows you to track the performance of your ads in real time. Take advantage of this data to test different ad creatives, targeting options, and ad parameters, and continuously iterate and optimize your campaign to improve its effectiveness.

Furthermore, including a clear call-to-action (CTA) in your ad creatives can prompt users to take action and improve the conversion rate of your campaign. Use compelling CTAs such as “Learn more,” “Shop now,” or “Visit our website” to guide users toward the desired action. By following these tips and best practices, you can create ad creatives that are engaging, impactful, and drive the desired results for your Spotify ad campaign.

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Spotify has become a global leader in music streaming, with millions of active users listening to music and podcasts. This popularity presents a unique opportunity for businesses to leverage Spotify advertising to connect with their target audience in a meaningful and engaging way.

With a range of ad formats, including audio, video, and display ads, businesses can choose the format that best aligns with their campaign objectives and creative assets. By utilizing Spotify’s targeting options and creating effective ad creatives, businesses can create memorable brand experiences and drive their marketing goals.

Spotify advertising offers businesses a powerful tool to reach a captive audience and achieve their marketing objectives in the ever-evolving digital landscape of music streaming platforms.


This article was written by Katie Hale

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