"This is not something that's just randomly thrown out there. Benedik said, but declined to say which brands. Spotify has been testing playlist targeting for the last few months with eight brands who are part of its customer development group, Mr. And mood categories like happy, chill and sad will let a brand like Coca-Cola play on its "Open Happiness" campaign when people are listening to mood-boosting music. Activity categories - such as workout, commute and party - will allow a sportswear brand to play an audio ad while someone's on their morning run or a coffee company to run a spot while someone's on their way to work.
#SPOTIFY MOODS FREE#
Starting on May 1, advertisers will be able to target ads to the roughly 45 million people who use Spotify's free ad-supported service based on the playlists they stream.Īt launch, marketers will be able to target playlists in 15 categories of activities and moods, Mr. Now Spotify is applying that insight to ad targeting. "We've been able to aggregate this idea of launching playlists as a proxy for the activity or mood you're in," said Spotify's VP-North America advertising and partnerships Brian Benedik, who noted that the streaming music service has roughly 400,000 playlists related to barbecues.
The goal: to infer the context in which people are listening to the playlists, like whether they're working out, hosting a barbecue or are in a happy mood. Through its first-party data and its March 2014 acquisition of music analytics service The Echo Nest, Spotify has been digging into the 1.5 billion playlists the company and its more than 60 million active users have created. As interested as advertisers may be in marketing to people based on the genre of music they're listening to, Spotify thinks brands may be more interested in advertising to people based on what they're likely doing while listening to that music.
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