Your next class is already listening
36 million Gen Z fans streamed a study or focus playlist on Spotify last year.¹ Reach them between lectures, during late-night study sessions, and on the morning commute with audio + video built for the moments they're already in.
67%
of Gen Z fans said Spotify ad content was more memorable than other recent ads, vs. 61% on social media²
22%
of monthly podcast listeners have made an immediate purchase after hearing a podcast ad— Instagram (13%), premium TV streaming (13%), and YouTube (12%)³
+50%
higher purchase intent when running audio, video, and podcast campaigns vs. audio only, giving education advertisers more paths to drive enrollment action⁴
Show up across the student journey.
Education decisions unfold over months. A high schooler browsing campus playlists in the fall, a transfer student researching programs over summer, a parent streaming podcasts about financial aid during application season. Spotify reflects those moments in real time, and each one is a window for education advertisers to reach the right person with the right message.
Spotify's targeting lets you show up at the right moment: contextual audio and video during study sessions and commutes when students are focused and receptive, podcast sponsorships around education, career, and personal development content, and seasonal creative aligned to back-to-school, application deadlines, and enrollment windows.
Targetable by age range and content consumption patterns during key decision windows like back-to-school and application season.
LMU drives web traffic via audio + video campaign
Objective: Raise awareness and drive prospective student engagement across undergraduate, post-grad, and parent audiences.
Solution: LMU ran a multi-month audio and video campaign (January-May 2024) featuring real students and alumni, targeting prospective students (17-24), post-grads (25-34), and parents (35-64).
Key results:
• 645% increase in web traffic vs. prior period
• Second highest driver of conversions across all channels
• 239 clicks on navigation and content links
Unipegaso and Spotify give remote learning a brand new beat
Objective: Build awareness among prospective students aged 17-20 for Italy's leading remote university.
Solution: Unipegaso ran a multiformat audio and video campaign on Spotify, using real-time context and interest targeting with a test-and-learn approach across ad sets.
Key results:
• 4.02% website conversion rate
• 1.3% video ad CTR (vs. 0.06% Spotify benchmark)
Spotify Ad Studio is a “game-changer” for higher education agency Carnegie
Objective: Connect colleges and universities with prospective students across undergraduate, graduate, adult, and transfer programs.
Solution: Carnegie Dartlet, a higher-education marketing agency with 35+ years of client work, adopted Spotify Ad Studio as a core channel for multi-institution recruitment campaigns, starting in 2018.
Key results:
• University of Cincinnati reached 250K+ prospective students with higher than average CTRs
• 50% client growth on Ad Studio in under a year
Get your ads
on Spotify today
Get started in Spotify Ads Manager, or contact your rep to learn more about Spotify Ad Exchange.