Spotify is without a doubt the biggest audio streaming company in the world. Not only for the music that continues to be key to them, but also for its role in the podcast format explosion. The truth is, although they still cannot boast of being in a green environment, the company has not stopped growing and experimenting with paid users as the main form of income, but this does not mean that they have stopped advertising on the whole side.

In fact, the Swedish company has launched a new service for its clients on this topic ‘Spotify Ad Analytics’, a relatively simple space for those who pay to introduce ads on the platform that allows them access to various tools to measure their effect. advertise on the platform. This new platform has 4 main tools for its clients:

• Free access to the Spotify 1P suite of measurement solutions, whether the advertiser wants to drive brand or conversions, or purchase any ad format on podcasts or music on Spotify
• Spotify Brand Lift reports through a centralized dashboard for advertisers to measure ad recall, awareness and consideration
• Access to the Brand Lift report, powered by the Spotify pixel, lets advertisers know whether consumers are listening to an ad and then doing it
  one action, regardless of where they run audio campaigns
• Access to global measurement services directly accessible to Spotify advertisers in 11 markets: Australia, Brazil, Canada, France, Germany, Italy, Mexico, New Zealand, Spain, United Kingdom and United States

Deep down, this is a project that has been in the works for some time. The Swedish company acquired Podsights last year precisely because of this company’s experience, dedicated to measuring podcast listening habits to know where to place ads, and which brands can better benefit by introducing advertising on each of them. The Podsights experience is the foundation of this new project.

It will be interesting to see how the tool works in tandem with the company’s new campaign to strengthen its Podcast space. Paying particular attention to personalized recommendations in this area, added to its new tools with Spotify DJ or the new feed, could make the app’s free side generate a bit more revenue than it has done in recent years.

“As more and more marketers are using digital audio in their marketing strategy, we have to provide high-quality measurement solutions so they know how their campaigns are driving real business impact,” said Alberto Mazzieri, Head of Sales for Southern Europe at Spotify.

“With the launch of Spotify Ad Analytics, we are making it easier for our clients to access more complete funnel measurement solutions to ensure greater global impact. The introduction of this new service is a fundamental step in demonstrating that Spotify is not only a destination for aligning your brand with culture, but also a place for achieving your marketing goals and business results,” he said.

SPOTIFY ALSO JOINS THE CONVERSATION FOR EQUALITY

The truth is that the music giant is working on several projects at the same time, and while advertising is important, it’s not even close to being the most exciting. app home update, their new podcast plans and the integration of their new recommendation algorithm are all interesting decisions.

But one of their new campaigns that they have decided to bring up in their priorities in Spain is ‘Spotify Equal’, which tries to help the platform’s female artists move up in their recommendations (and this year in Madrid it includes a festival). This is one of their big bets facing the public, and they hope it will attract more ears to these voices, and certainly to the platform. This is proof that companies that know that nowadays there are more and more competitors in their sector, It has been able to strengthen and promote its image.

PODCAST MOMENTUM CONTINUES GROWING ACROSS PLATFORMS

The reality is that it makes sense to want to leverage the revenue that can come from media like Podcasts. Not only have they continued to thrive as a medium, but they are increasingly seen as a complement to other types of content, as evidenced by the official podcasts of programs such as HBO’s ‘Succession’ or Amazon’s ‘The Boys’. That’s to be expected from each of the audio platforms we continue to see investment into exploiting those formats as a business in the coming months.