Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

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

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

April 10th, 2019 min read

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.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE