Music streaming service Spotify is testing out ads that let on-the-go listeners interact verbally to play commercials now or skip for later

As virtual assistants continue to expand the boundaries of what voice tech can do, many industries are looking for the best ways to utilize it. Music streaming service Spotify in particular is looking to integrate voice capabilities into its ads to encourage listener engagement.

Currently Spotify is developing ads for Unilever’s Axe and Spotify Studios, and is unveiling the first of these ads for the Spotify Original podcast, Stay Free: The Story of the Clash. Listeners can respond with the command “Play Now” to listen to it, or ignore it and return to their music once the ad is over. Thus far, all content promotion will exist only for things within Spotify’s service, and no timeline has been set yet for products outside of the service.

“We believe voice—really across all platforms—are critical areas of growth, particularly for music and audio content,” Spotify co-founder and CEO Daniel Ek told investors on Monday, as reported by TechCrunch. “And we’re investing in it, and we’re testing ways to explore and refine our offering in this arena.” The ads will be available to a group of free listeners in the U.S. who have enabled Spotify voice controls, with the option to opt out in the app’s settings.

Spotify


Lead image: stock photos from George Rudy/Shutterstock

As virtual assistants continue to expand the boundaries of what voice tech can do, many industries are looking for the best ways to utilize it. Music streaming service Spotify in particular is looking to integrate voice capabilities into its ads to encourage listener engagement.

Currently Spotify is developing ads for Unilever’s Axe and Spotify Studios, and is unveiling the first of these ads for the Spotify Original podcast, Stay Free: The Story of the Clash. Listeners can respond with the command “Play Now” to listen to it, or ignore it and return to their music once the ad is over. Thus far, all content promotion will exist only for things within Spotify’s service, and no timeline has been set yet for products outside of the service.