Hoping to help brands better connect with consumers, the streaming app will allow retailers to sponsor its flagship Discover Weekly playlists, running a series of ads to reach the most loyal listeners

Global music streaming app Spotify is now allowing companies to sponsor playlists, going beyond simply placing advertisements within them. Effectively, the app is giving brands control over its Discover Weekly playlists generated in accordance with user preferences, permitting them to own the listening experience and reach consumers more directly.

Those who regularly listen to the Discover Weekly playlists generally steam twice as much as the occasional listener, which will also allow these sponsoring brands to tap in to the streaming services’ most loyal subscriber base. Brands that engage in the sponsorship can target Spotify listeners with audio or video messages during ad breaks, as well as receive Spotify’s support in establishing a marketing plan.

Spotify’s advertising partners intend for the ability to put a logo on a heavily streamed service playlist to be more subtle, while still grabbing attention, than the standard commercial or pop-up ad. The program is still currently in its beta testing stage. It will by kicked off by a sponsorship from Microsoft with the ad campaign “Empowering Us All,” which highlights the benefits and advancements in artificial intelligence.

Spotify

 

Global music streaming app Spotify is now allowing companies to sponsor playlists, going beyond simply placing advertisements within them. Effectively, the app is giving brands control over its Discover Weekly playlists generated in accordance with user preferences, permitting them to own the listening experience and reach consumers more directly.

Those who regularly listen to the Discover Weekly playlists generally steam twice as much as the occasional listener, which will also allow these sponsoring brands to tap in to the streaming services’ most loyal subscriber base. Brands that engage in the sponsorship can target Spotify listeners with audio or video messages during ad breaks, as well as receive Spotify’s support in establishing a marketing plan.