Spotify Ads Just Leveled Up: New Tools, AI, and Measurement That Marketers Can't Ignore

﻿Earlier this month, Spotify hosted its second Spotify Sessions event: "New Ways to Buy, Create, and Measure." Streaming live from London, the session spotlighted Spotify’s latest innovations in ad buying, creative production, and performance measurement—offering a compelling pitch for why the platform deserves a prominent place in your media mix.﻿
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﻿If you missed it, here’s a full breakdown of what you need to know.﻿﻿﻿﻿﻿

Attention Is the New ROI

﻿Jenny Haggard, Spotify’s Global Head of Thought Leadership, set the stage by emphasizing a simple truth: attention is everything, and Spotify has it in abundance.﻿﻿﻿﻿﻿﻿﻿﻿﻿

-Spotify now has 675+ million global users engaging with audio, video, and culture-shaping content.﻿
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-Users are deeply engaged around major events: from Ramadan playlists to Minecraft movie soundtracks and Coachella vibes.﻿
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-93% of content engagement translates directly into ad engagement.﻿﻿﻿﻿﻿

﻿﻿﻿Compared to other media:﻿﻿﻿﻿﻿﻿﻿﻿﻿﻿﻿

﻿﻿﻿﻿﻿Spotify ads drive +503% more attention than social media﻿
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﻿+55% more than online video﻿
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﻿+34% more than TV on-demand﻿

﻿🎯 Takeaway: Spotify isn’t just background noise—it’s an attention engine. And attention is now the most valuable advertising metric.﻿﻿﻿﻿﻿﻿﻿﻿﻿

Performance Advertising Comes to Spotify

﻿Spotify Ads Manager has taken a major step forward for performance marketers.﻿

﻿New Objectives:﻿﻿﻿﻿﻿﻿﻿﻿﻿

﻿Advertisers can now optimize for ﻿App Installs and ﻿Website Traffic﻿﻿﻿

﻿These build on existing objectives like reach, impressions, clicks, and video views—paving the way for lead generation and purchase optimization later in 2025.﻿﻿﻿

﻿Enhanced Targeting:﻿﻿﻿﻿﻿﻿﻿﻿﻿

﻿Custom audiences: Upload your own audiences for direct targeting.﻿
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﻿Lookalike audiences: Spotify helps you reach net-new customers who behave like your current ones.﻿﻿﻿﻿﻿﻿﻿﻿﻿

﻿🎯 Takeaway: Spotify now supports full-funnel performance—bringing the kind of targeting and optimization long expected from platforms like Meta or Google.﻿

﻿Want to speak with a Spotify Expert: Click Here﻿

AI-Powered Audio Ads, Made Effortless

﻿Spotify introduced Gen AI Ads—a powerful and completely free tool to simplify audio ad creation.﻿
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﻿You can now:﻿

-Generate scripts in seconds﻿
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-Customize voiceovers by gender, tone, and age﻿
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-Add background music from Spotify’s library (or upload your own)﻿
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-Adjust pacing, emphasis, and pronunciation﻿﻿﻿

﻿🎯 Takeaway: With GenAI, what used to take days can now be done in minutes. Audio production is officially democratized.﻿﻿﻿﻿﻿

New Visual Formats: Video and Display Join the Party

﻿Spotify’s evolution into a multi-format ad platform is well underway.﻿

﻿Highlights:﻿﻿﻿﻿﻿﻿﻿﻿﻿

-Video viewership is up 44% year-over-year﻿
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-Display ads now available directly in Ads Manager﻿
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-Video ads are only served when users have the app open, driving higher engagement﻿

﻿The Results:﻿﻿﻿﻿﻿﻿﻿﻿﻿

﻿+70% incremental reach for brands new to video﻿
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﻿+59% lift in CTR﻿
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﻿+66% more incremental sales when combining audio, video, and display﻿

﻿🎯 Takeaway: Repurpose your social video, add display, and let Spotify amplify your campaign impact.﻿

﻿Want to speak with a Spotify Expert: Click Here﻿

Measurement That Proves It Works

﻿Spotify now provides end-to-end campaign measurement across every part of the funnel.﻿﻿﻿

﻿Tools Now Available:﻿﻿﻿﻿﻿﻿﻿﻿﻿

﻿Spotify Brand Lift: Measures awareness, favorability, and other brand health metrics. Launching globally.﻿
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﻿Spotify Pixel: Tracks website visits, conversions, and more.﻿
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﻿Spotify Conversions API: Unifies data across web, app, and offline actions.﻿

﻿Third-Party Integration Partners:﻿

﻿Mobile: Kochava, Appsflyer, Adjust (coming soon)﻿
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﻿Viewability: IAS, DoubleVerify﻿
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﻿Verification: 15+ supported measurement tags﻿﻿﻿

﻿🎯 Takeaway: Spotify has made its ad platform accountable. You can now track, optimize, and prove campaign impact just like on other major digital platforms.﻿

Best Practices for Audio & Video Creative

﻿Spotify shared tested and validated creative tips to help your ads perform better on-platform.﻿﻿﻿﻿﻿﻿﻿

﻿For Video Ads:﻿

-Mention your brand 2–4 times﻿
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-Use first-person narration to drive intent, third-person to build awareness﻿
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-Always include a clear CTA﻿
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-Use background music to improve memorability﻿
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-Go vertical for mobile﻿

﻿For Audio Ads:﻿

-Keep it 60–80 words﻿
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-Mention your brand early and often﻿
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-Focus on one core message﻿
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-Maintain a clear, steady pace﻿
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-Add background music for higher engagement﻿﻿﻿

﻿Case Studies:﻿

-Virgin Active ran vertical video ads with clear CTAs, generating a 1.77% CTR and 461 new signups.﻿
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-World Rugby used the free audio tool to create high-performing ads that drove ticket sales and awareness.﻿﻿﻿﻿﻿

﻿🎯 Takeaway: Spotify’s creative data shows what works—and now, even small brands can execute high-quality creative with ease.﻿﻿﻿﻿﻿

﻿Want to speak with a Spotify Expert: Click Here﻿

Final Thoughts

﻿Spotify is no longer just a music platform. It’s now a fully realized advertising ecosystem that:﻿

-Captures real, measurable attention﻿
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-Supports performance marketing goals﻿
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-Offers creative tools powered by AI﻿
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-Tracks results from awareness to conversion﻿﻿﻿﻿﻿﻿﻿

﻿Marketers now have every reason to include Spotify in their media strategy.﻿

Spotify Ads Just Leveled Up: New Tools, AI, and Measurement That Marketers Can't Ignore

Attention Is the New ROI

Performance Advertising Comes to Spotify

AI-Powered Audio Ads, Made Effortless

New Visual Formats: Video and Display Join the Party

Measurement That Proves It Works

Best Practices for Audio & Video Creative

Final Thoughts

Let’s Discuss What We Can Do For You.