Spotify is expanding its advertising offer with new formats and tools aimed at improving engagement and measurable outcomes for brands.
The platform says increased listener activity is already driving stronger ad performance, with time spent in its app rising by 26% and click-through rates for audio and video ads up by 14% among ad-supported users.
Two new advertising formats are being introduced, including an updated version of Sponsored Playlists.
Brands can now take full share of voice across major playlists such as RapCaviar and New Music Friday, alongside more visual placements designed to reach listeners while they are actively engaged. The format also allows advertisers to offer reduced ad interruptions during playback.
A second format, Carousel Ads, is currently being tested within the Now Playing view. This introduces a swipeable format featuring up to six cards, each with separate images, links and optional pricing details. Early testing partners have reported strong engagement, according to Spotify.
Alongside formats, Spotify has added new functionality within its Ads Manager platform. Split Testing enables advertisers to compare creative variations using metrics including completion rate and cost per acquisition.
Automated Bid uses machine learning to adjust bids in real time, aiming to improve budget delivery without manual input.
The updates are supported by new research described as the Sound On Era, highlighting a shift towards audio as a more trusted and intentional medium.
Spotify says 36% of users are more likely to trust podcast or music advertising compared with social media, while 94% of UK consumers stop other activity to listen to audio.
The research also points to growing interest in voice interaction, with 67% of UK consumers open to engaging with adverts through voice commands, even when not looking at a screen.
Brian Berner, Global Head of Advertising at Spotify, said: “Fans on Spotify aren’t passively listening – they’re actively choosing what they hear, watching video podcasts, curating playlists, discovering new artists, interacting with DJ, and sending messages to each other.
“Spotify has evolved into an immersive, multiformat platform where culture and brands can intertwine – helping them move from simply being heard to becoming a part of the fan experience. This is how Spotify turns deep engagement into real impact for advertisers.”
