Spotify expands ad tools and formats for brands
Spotify has introduced a series of advertising updates and research insights as it continues to position itself as a multiformat platform for audience engagement.
The company outlined new ad formats, enhancements to existing products and campaign optimisation tools, alongside the release of research exploring how consumer behaviour around audio is evolving.
Platform evolution shapes ad offering
Brian Berner, Co-Lead, Global Head of Advertising, Spotify: "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."
The updates reflect Spotify’s broader shift from a streaming service to a platform where users engage across audio, video and interactive features.
Sponsored playlists gain prominence
Spotify has expanded its Sponsored Playlists offering, allowing advertisers to take full share of voice across selected high-traffic playlists. These include RapCaviar, New Music Friday and Today’s Top Hits, where brands can secure more visible placements.
The format also introduces reduced ad interruptions for listeners during sponsored sessions, aiming to balance brand visibility with user experience.
Stephen Barnes, Director of Media at Cricket Wireless: "At Cricket, connection goes beyond wireless; it’s about showing up in the moments people care about. Music plays a powerful role in how people connect and express themselves, and Spotify’s Sponsored Playlist gave us a thoughtful way to be part of that experience."
Carousel ads introduce visual storytelling
Spotify is testing Carousel Ads, a swipeable display format integrated into the Now Playing interface. The format allows advertisers to present up to six cards, each featuring an image, description and link, with options to include pricing or promotional messaging.
Early testing with brands including Priceline, eBay and GNC indicated strong engagement levels, suggesting potential for the format to support discovery and action.
Toby Korner, SVP Marketing, Priceline: "Priceline is always looking for innovative ways to connect with travelers, making Spotify’s carousel format a natural fit. In partnership with Spotify’s Creative Lab, we brought our destination-driven storytelling to life through a visually rich, immersive experience powered by emerging ad technology. Early engagement has been encouraging, reinforcing the role of new formats on platforms like Spotify in creating more dynamic ways for travelers to discover their next trip."
New tools focus on campaign optimisation
Spotify has also introduced two features within Spotify Ads Manager aimed at improving campaign performance. A split testing function enables advertisers to compare creative variations across metrics such as completion rate, click-through rate and cost per acquisition.
In parallel, an automated bidding tool uses machine learning to adjust bids in real time, helping advertisers allocate budgets more efficiently without manual intervention.
Research highlights shift to ‘sound-on’ engagement
Alongside the product updates, Spotify released The Sound-On Era, a report based on insights from more than 5,000 consumers, 105 advertisers and 30 industry experts.
The findings indicate that audio is becoming a more central interface in digital communication, particularly as AI-driven technologies reshape how users interact with content. The report positions audio as an increasingly important channel for advertisers seeking to engage audiences in a more active and intentional way.
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