Spotify has opened a second personalized playlist to advertisers.
Having first allowed brands to sponsor the personalised Discover Weekly playlist in January 2019, brands will now be able to serve display, audio, and video ads to Spotify Free users via On Repeat, which features tracks users have streamed most frequently over the past 30 days.
On Repeat is available for advertising sponsorship across 30 markets in North America, Europe, Latin America, and APAC.
In a blog post on the Spotify Advertising site, the music streaming company calls the move “a win-win for Spotify Free listeners and brands alike”.
Spotify has also published new On Repeat stats alongside the announcement, revealing that the playlist has reached 12 billion streams globally since its launch in September 2019.
The 18-24 year-old age group are the top audience streaming On Repeat most frequently, followed by 25-29 year-olds, according to SPOT.
On Repeat is most listened to in the US, followed by the UK, Mexico, Germany, and Brazil.
TurboTax has signed on as the first US sponsor of On Repeat.
“With this new ad experience, we’re continuing to leverage the power of our Streaming Intelligence to deliver contextually relevant ads alongside the content our users love.”
Spotify
“We’re excited to unlock On Repeat for end-to-end sponsorship by advertisers in 30 markets across the globe,” said Spotify in a blog post announcing the news.
“This will give advertisers yet another opportunity to connect with their audience during a deeply engaging moment on Spotify and drive better brand outcomes.
“With this new ad experience, we’re continuing to leverage the power of our Streaming Intelligence to deliver contextually relevant ads alongside the content our users love. It’s a win-win for Spotify Free listeners and brands alike.”
“With Spotify, we’re able to get both reach and unique targeting that ensures the right audiences know about the tools, guidance and expertise that TurboTax offers.”
Cathleen Ryan, TurboTax
“Like music, taxes are not one size fits all. Every tax situation is unique and every individual’s needs are different,” said Cathleen Ryan, VP of Marketing for TurboTax.
“We’re using Spotify’s deep connection to its engaged listeners to get in front of consumers and show them that with TurboTax you can get the expertise you need on your terms.
“With Spotify, we’re able to get both reach and unique targeting that ensures the right audiences know about the tools, guidance and expertise that TurboTax offers.”Music Business Worldwide
