Spotify is still a good service when you want to listen up to some of the hottest music around, but it’s about to introduce an interesting new wrinkle in the video department.
The music service has debuted its first video ad products on its channel, which runs through both desktop browsers and mobile devices. These videos feature a number of advertisers, including Universal Pictures, Coca-Cola, Ford and McDonald’s, and will reach out to the website’s 30-plus million listeners who take part in its free services. Those who subscribe to the premium services on the site, however, won’t need to view said ads.
The U.S. division will focus particularly on Target, Kraft Foods, and Wells Fargo, as well as the above mentioned partners. “We like to be the first to try new products and Spotify Video Ads provide a great new way to connect with this valuable audience on desktop and mobile,” said Lindsay Dye, director of digital media for Universal.
There are two different formats that the ads will take when it comes to appearing on the service. The first, Video Takeover ads, appear in the Spotify app during routine ad breaks and are only played while the client is in the primary window. Meanwhile, Sponsored Sessions allows marketers to play 15 to 30 second ads following 30 minute mobile sessions.
This should be a campaign that pays off for the site, as users spend an average of 84 minutes per user per day streaming music, allowing ample opportunity to play at least one ad in the process. The time nearly doubles to 146 minutes when it comes to using the service on multiple devices.
“Our audience is incredibly engaged, so we are delivering an advertising experience that enhances their time spent on Spotify and connects them to the music and the brands they love,” said Spotify chief business officer Jeff Levick.
The video below highlights how the video ads work. However, it’s not that well-received just yet, as the YouTube channel shows more dislikes than likes for the commercial.
