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Video advertising is a strategic priority for Spotify.
Considering Spotify is an audio streaming service, this may sound strange. But video (if delivered to the screen you’re viewing, of course) could add to the listening experience, said Emma Vaughan, Spotify’s senior director of ad business development and partnerships, this week. in her AdExchanger Talks episode.
More and more people are watching video content in a feed-based environment with the audio turned off. But anyone scrolling through Spotify likely has sound on, which is an opportunity for advertisers.
Similarly, people who run or run errands while listening to music probably aren’t looking at their screens.
Spotify will only show video ads when we can determine that the listener’s screen is being viewed. The company plans to continue investing in innovation to find the “right moments” to serve video ads to drive engagement, Vaughn said.
But videos are also useful for discovery.
At its Stream On event in early March, Spotify announced a new video-centric home feed for apps that let you scroll and swipe through auto-playing preview clips of music, podcasts, and audiobooks just like TikTok.
Mr Vaughn said:
even in this episode: The art and science of frequency management, why Spotify won’t give up on podcasts, the latest in ad tech acquisitions, improbable facts about the growth of record sales.
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