The Brief:

Thanks to organic promotion across its vast catalog of podcasts, Dr. NoSleep Studios had already built up a loyal fanbase of its two shows, Scary Horror Stories by Dr. NoSleep and Crimehub: A True Crime Podcast.

But—knowing that True Crime is one of Spotify’s most popular podcast categories, globally¹—the team felt it could boost streams and gain new listeners through two separate targeted ad campaigns on Spotify.

The Solution:

When it comes to paid content promotion on Spotify, there is a ready-made solution: the streams objective, exclusive to our self-serve ads platform, Spotify Ads Manager.

With the streams objective, podcast creators can promote their content to Spotify’s 640+ million global monthly active users, and reach their target audience with easy-to-use audience targeting tools powered by Spotify’s first-party user data. They can also drive engagement via interactive and engaging ad experiences, such as Canvas for Advertisers.

This is what Dr. NoSleep Studios opted for—enhancing their audio creative with a looping full-screen visual made of high-quality images to tell an immersive story that piqued listeners’ interest. In addition, they chose to run ads across music and podcasts by selecting Automatic Placement when setting up both campaigns.

The Impact:

Both campaigns saw lifts across key metrics, including Reach, Streams, and New Listeners.

The Takeaway:

The streams objective takes the guesswork out of podcast and video promotion—and there’s no barrier for entry if you have a podcast or video you want to promote on Spotify. From independent podcasters, to established podcast publishers with a catalog of shows like Dr. NoSleep Studios, this objective is for podcasters (and video creators) of all sizes.

Get started on your campaign today, and connect with millions of potential new fans on Spotify.