Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Iris Hearn

By Iris Hearn

Apr 10, 2019

Topics:

News
News

Spotify Releases New Ad Studio Metrics to Help Artists Measure Campaign Impact

Iris Hearn

By Iris Hearn

Apr 10, 2019

Spotify Releases New Ad Studio Metrics to Help Artists Measure Campaign Impact

Spotify, one of the top audio streaming platforms, has announced new analytics tools to help artists and labels measure how ads impact users’ in-app activity.

The update offers several “streaming conversion metrics” that are designed to help those with content on Spotify understand how listeners responded after they heard your ad.

To be clear: this is not for standard Spotify ads you’d take out under “Spotify for Brands.”  These are specific to Spotify’s Ad Studio, which launched in 2017.

While Spotify For Brands is designed for the display and audio ads that will take you off the website, Spotify’s Ad Studio is for artists, podcasters, or labels that have content within the Spotify app.

Ad Studio allows artists to share short audio ads that are played between songs for non-premium Spotify users. Artists can promote new music or playlists, or non-music related content like merchandise, events, and more.  

New Streaming Conversion Metrics

Until recently, Spotify’s Ad Studio metrics were fairly limited - only offering basic information such as clicks, demographic data from your audience, and the genre they were listening to when they heard your ad, but nothing that could provide concrete, actionable insights into performance.

Now, Ad Studio users have access to a slew of more in-depth metrics with the new streaming conversion insights, including:

  • Click-through to listen rate (How many people that clicked on your ad actually started listening?)
  • Saved music from ad
  • Added content to a playlist from ad
  • Insights into how your ad performed with people who have already listened to your content in the past vs. new listeners

Ad Studio users can draw conclusions on campaign performance and make more data-driven decisions on future campaigns with these new tools.

Those that got access to the beta test were pleased with the insights it helped generate.

One of the beta participants was Conor Clarke, CEO and co-founder of Wavo, who stated:

“With Spotify's new advertising capabilities, we’re getting insight into not just how our campaign is resulting in streams, but deeper actions for an artist like how those listeners are turning into fans and adding a song to their playlist or hearting a song. Those are the holy grail of metrics for an artist to know,"


Why Is This A Win For Spotify?

It can be easy for platforms to cater all of their advertising capabilities to big-budget brands, but it’s important that the people providing the content have an effective way to expand their reach as well.

Having an outlet specifically designed for artists allows Spotify to keep their content creators happy, while also showing users targeted new content they might enjoy.

In this way, Spotify directly benefits from both the ad revenue and its results.

So, if they can provide more details to help artists improve their ad performance, they’re creating a self-serving way to attract more loyal listeners to the platform.

Moreover, by offering these unique insights, it keeps artists happy, and increases the likelihood they’ll stay on Spotify, which also directly benefits the streaming platform in the long run.

Takeaway For Marketers

If you have a podcast for your brand, (IMPACT has several podcast and shows you can view here) taking out these studio ads can significantly increase your reach and help you understand your audience base.

This can be particularly beneficial if your brand has a big event, promotion, or other event going on that you dig into deeper during an episode by helping spread awareness and attract potential new fans to your content.

Additionally, this is an important lesson in customer delight, and diversifying your revenue to benefit your business.

In Spotify’s case, their standard model was working fine, but it wasn’t keeping the people producing the content (which is what’s bringing paying users to the platform) as happy as they could be.

By introducing the Ad Studio, and now offering valuable metric sets for them to boost performance, they’re created a dynamic that directly benefits their artists, users, and their bottom line.

It goes to show that thinking outside the “traditional” model can have a big payoff.

It will be interesting to see if these additions will help smaller artists grow their audience within the platform in the near future.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned

October 25, 2021
John Becker John Becker

Drift report on pandemic fallout reveals seismic shift in marketing strategy

September 9, 2021
Paul D. Grant Paul D. Grant

Google Shares New Tools to Audit Website User Experience

August 12, 2021
Paul D. Grant Paul D. Grant

Google: Website Content Quality More Important Than Quantity

August 10, 2021
Paul D. Grant Paul D. Grant

New HubSpot CMS Hub Starter Tier Released for Growing Businesses

August 6, 2021
Paul D. Grant Paul D. Grant

Why most marketing 'news' doesn't matter to inbound marketers

August 3, 2021
Liz Murphy Liz Murphy

Gartner: Slashed 2021 marketing budgets increases in-house ownership

July 30, 2021
Liz Murphy Liz Murphy

How to Optimize Videos On Your Business Website for Search

July 23, 2021
Liz Murphy Liz Murphy

Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate

July 21, 2021
Liz Murphy Liz Murphy

Google: 'Here's how to prepare for the future private web'

July 16, 2021
Liz Murphy Liz Murphy

How Facebook's news feed algorithm works and prioritizes content

July 14, 2021
Liz Murphy Liz Murphy

Too many internal links in content can confuse Google about site structure

July 9, 2021
Liz Murphy Liz Murphy

Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust

July 7, 2021
Liz Murphy Liz Murphy

Google July 2021 core update rolling out over next 2 weeks

July 2, 2021
Liz Murphy Liz Murphy

Google punts third-party cookie ban to 2023 for 'responsible planning'

June 25, 2021
Liz Murphy Liz Murphy

Finally, Google page experience core update is rolling out

June 18, 2021
Liz Murphy Liz Murphy

Apple Mail privacy news spooks email marketers, newsletter creators

June 16, 2021
Liz Murphy Liz Murphy

Google June 2021 core update live, July core update coming

June 4, 2021
Liz Murphy Liz Murphy

You can boost LinkedIn posts and promote events, marketers

May 28, 2021
Liz Murphy Liz Murphy

Google's June page experience core update will be mobile first, then desktop

May 21, 2021
Liz Murphy Liz Murphy

Best times to post on social media in 2021 (new data)

May 19, 2021
Liz Murphy Liz Murphy

Deeper content engagement is up on desktop (new pandemic data)

May 7, 2021
Liz Murphy Liz Murphy

Google confirms demise of Q&A search feature, Question Hub lives on

April 26, 2021
Liz Murphy Liz Murphy

What is the new HubSpot Operations Hub?

April 23, 2021
Liz Murphy Liz Murphy

Big Google algorithm update moved to June with new performance report

April 21, 2021
Liz Murphy Liz Murphy