Depending on your brand, you may be looking to reach a niche slice of the Spotify fanbase pie with your ads—say, commuters who spend at least 30 minutes on their way to and from the office, adventure travelers with a knack for kayaking, or entrepreneurs looking to upgrade their business software.

If you're trying to reach these specific types of Spotify users, your brand may benefit from targeted advertising, a marketing method in which an ad campaign is highly personalized based on specific demographics.

The way we see it, ads on Spotify aren't just ads—they're part of the experience. Here's how you can reach the right people at the right time with audio and video ads.

Find an audience that 'gets you'

Targeted advertising helps you create and deliver ads that closely align with users' lifestyles and interests—whether they're fitness buffs, frequent travelers, tech enthusiasts, financial advisors, or a mix of all of the above.

In a nutshell, targeted advertising allows brands to reach groups of consumers—often referred to as segments—and then personalize ad campaigns accordingly.

There are many different segments you can use for targeted advertising, including age group, gender, location, and language. Or, you might target specific behaviors or interests your audience shares—commuting, exercising, or playing video games, for example. With Spotify Ads Manager, brands can serve creative to the people who are more likely to be interested in their products or services.

Audio ads: Appeal to users during screenless moments

In marketing, content may reign supreme—but when it comes to digital audio ads, context is king. It's important to craft the right message and deliver it in the right setting, at the right time, and with the right frequency. In fact, research suggests that context-based advertising is the future: 73% of participants in our Sonic Science Vol. 2 study agreed that they are open to listening to ads on audio streaming services, if the tone fits what they are doing at the time.¹

As such, closely aligning your audio ads with Spotify users' content experience should be top of mind. Users might hear a swimsuit ad play in the middle of a travel playlist, for example, or see a sneaker ad when searching for a workout playlist. Spotify's ads manager makes it simple to align your campaign messaging with the appropriate time, place, and user base.

Flexibility is a bonus when advertising on Spotify, too. Brands often run one creative campaign but personalize it for different audiences and formats. For example, an ad might have a few different variations—one targeted to work-from-home moms, and another tailored to daily commuters. You can also play around with elements like background music, CTAs, and the length of the ad itself. Some advertisers also choose to anchor their campaign around relevant moments like cooking, working out, studying, or partying.

Video ads: Audio's ideal complement for in-view moments

While audio ads excel at reaching Spotify users in screenless moments, video ads allow brands to engage audiences who are actively engaged with eyes on their screens. Spotify's video ads appear between songs during active sessions, helping ensure your message is seen as well as heard.

With video, you have the power to show, not just tell. Showcase your product in action, introduce your team, or share customer testimonials to build trust and drive conversions. Video also unlocks creative possibilities like animation, text overlays, and powerful visuals to make your message pop.

Video ads on Spotify leverage the same streaming intelligence and targeting capabilities as our audio ads. Opt-In Video ads, in particular, are optimized to reach listeners who are more likely to view your video and be receptive to your brand message. Meaning you can provide a coherent, immersive ad experience across both audio and video formats.

Whether you have existing video assets or are creating content from scratch, Spotify's ads manager makes it simple to upload and launch video campaigns. The best part? You don't need to choose between audio and video: You can seamlessly combine the two ad formats to create a multi-dimensional ad experience, and tell your brand's story in fresh, engaging ways.

Tips for success

Here are a few best practices that brands using Spotify Ads Manager can consider:

1. Keep scripts to the point. Keep your message focused by sticking to one key point and a clear CTA. Aim for 60-80 words for a 30-second ad, and mention your brand name early and often. Use language and a tone that will resonate with your target audience.
2. Master your VO. Your voiceover should sound like an authentic conversation, not a hard sell. Opt for a natural, relatable delivery with vocal quirks and imperfections. Aim for a tone that balances energy with authenticity—and be sure you're talking to, not at, your audience.
3. Optimize your visuals. For video ads, tailor your orientation to the format (i.e., vertical for mobile). Make every moment count. Include a clear CTA and ensure your button matches any display ads you're also running.
4. Test, learn, optimize. Spotify's ads manager provides useful targeting tools, in-depth reporting, and a user-friendly interface to help you take control of your campaigns. Keep a close eye on performance and make adjustments to hone in on what works for your brand and audience.

Targeted advertising is a critical part of any marketing plan, and Spotify offers a wide variety of options to help ensure advertisers are reaching the right people at the right moments. Our data-driven targeting tools help you find your customers—and connect with them authentically across devices, moments, and formats.