Ad Studio – Spotify’s self-serve ad platform – is expanding globally. It launched in 2017 and was until now only available in Australia, Canada, the UK and the US. It is now available in 22 markets globally, including New Zealand and a number of countries in Europe, Latin America and Asia-Pacific.
The service allows advertisers to submit a script and it will be turned into an audio ad (with voiceover and background music) within 48 hours. It is going to be running English-only tests with select advertisers in markets in the EU, Latin America and Asia, but Spanish-language support will debut in Spain and Mexico later this year. Spotify has also added better geo-targeting tools for advertisers, and 13 different calls to action (such as ‘share’, ‘get coupon’ and ‘shop now’).
This follows a 68% growth in monthly advertisers using the tool between the end of 2018 and the end of 2019, with the number of ads created on the platform almost doubling in that time. Rolling it out globally could be a boost for Spotify’s advertising revenues, which in 2019 were €678m – up 25% year-on-year, although ads only accounted for 10% of the company’s overall revenue that year.
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