In an interview with the Wall Street Journal, Spotify’s marketing chief, Seth Farbman, shared the streamer’s plans designed to help musicians, labels and all marketers use the platform more effectively.
“We’re always testing new video products. There’s [also] a whole series of different audio ads.”
“We’re working on, for small- and medium-sized businesses, a sort of turnkey self-serve
Most Popular Ad Unit
“I think it’s still sponsored sessions—this half-hour brought to you by [an advertiser]. We don’t want to hit you with like 90 ads like radio does. Increasingly, we’re doing things like sponsored playlists, and some of the original content we create we have sponsored by brands.”
How Data Is Used
“It’s allowed us to segment the audience around behaviors that weren’t just music behaviors. If you just finished your workout, we can deliver an ad that may have specifically to do with replenishing the body from your workout. It allows us to hyper target in that moment in time.”
“We built and launched Spotify for Artists, so an artist can see who their fans are, and where they’re located so they can plan tours based on where superfans are.”
“We’re also developing new content all the time, including series of playlists in all major genres, and then we market the content. [Curated playlist] RapCaviar is now a series of concerts.”
“The differentiator will not be simply 40 million songs. The differentiators are things like Discover Weekly and RapCaviar. What we want to create is a property, a franchise.