A new post on the Spotify for Artists blog outlines updates to the Spotify Ad Studio feature where clients will get access to a new set of streaming conversion metrics that can show how users on the service’s free tier respond to their audio ads.
“How many people who heard your ad checked out your music on Spotify?” asks the blog. “Did your ad perform better with fans that have been playing your music recently or with newer listeners? How many of them saved your music to their library or added one of your songs to a playlist?” It claims the new conversion metrics will be able to answer all these questions and more.
Spotify Ad Studio was launched in 2017 as a self-serve ad platform on the music service and the blog also features testimonials from those using it as well as details of the uplift in listens they saw from running ads on the platform. It cites numbers for marketing agency Wavo around an ad for Interscope-signed Rich The Kid claiming that 38% of people who heard that ad – they included a clip of the track and an intro from Rich The Kid – went on to play music by the act and 20% of them were playing his music for the first time after hearing the ad.
“With Spotify’s new advertising capabilities, we’re getting insight into not just how our campaign is resulting in streams, but deeper actions for an artist like how those listeners are turning into fans and adding a song to their playlist or hearting a song,” said says Conor Clarke, CEO and co-founder of Wavo. “Those are the holy grail of metrics for an artist to know.”