“The average cross-platform Free user spends 148 minutes with Spotify throughout their day, while working, studying, driving, exercising, relaxing at home and more,” claims Spotify in the announcement of its latest feature: the ability of brands to target their ads to specific playlist categories on the streaming service. 

AdAge had more details: “At launch, marketers will be able to target playlists in 15 categories of activities and moods,” it explained. Activities including workout, commute and party, while moods including happy, chill and sad. Spotify has been testing the idea with eight unnamed brands for the last few months. It’s a riposte (in part) to the recent hoo-ha around free streaming, with Spotify keen to show its desire to drive more revenues from better targeting of ads for its free users. Its announcement pointedly notes that “Spotify has seen a 53% YoY increase in ad revenue year over year, and a 380% YoY increase in mobile ad revenue” based on its internal stats.

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