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Spotify is launching new analytics tools to help artists and their teams better understand how their ads work. Today, the company announced the introduction of new streaming measures that will show how Spotify listeners have responded to a particular ad campaign – whether they clicked to listen, recorded the music, or added it to a playlist, for example.
The new tools can also indicate whether the campaign has been more successful with existing fans who are already streaming music, or if an ad has attracted new fans.
Conversion statistics are introduced in Spotify Ad Studio. Launched for the first time in 2017, ad studio is a self-service platform that allows artists and their labels to share their music through audio classifieds (lasting 30 seconds or less) that are broadcast for free users on the Spotify app. These ads are played during breaks between songs and offer an image and a URL corresponding to the choice of the artist.
Artists can also use the platform to create commercials for concerts, spin-offs and other non-musical content.
Previously, Ad Studio's statistics provided general information, such as the age, gender, or gender preferences of the audience that the ad was served to, for example, and the number of clicks that were recorded by the ad. 39; ad.
But labels and their teams of artists are asking for more.
They did not just want to know who clicked and how many clicks, but also what happened next, especially if the ads were meant to turn listeners into action-taking fans, like recording a song or adding it to a list reading. These types of actions indicate that the user intends to listen again. This is especially important for emerging artists who are trying to develop their fan base and rely on ads to spread the word.
"This is the story we wanted to see," said Jimmy Brunetti, vice president of marketing at Croshal Entertainment Group, an independent label services company, in a statement. "I really like the way this tells us how our ads generate deeper actions. It's promising for an artist, especially for new artists who have room to flourish. "
"With Spotify's new advertising features, we have an idea of how our campaign produces feeds, but deeper actions for an artist, such as how these listeners turn into fans and add a song to their list." reading or at the heart of a song. It's the holy grail of metrics that an artist needs to know, "said Conor Clarke, CEO and co-founder of Wavo, a music marketing agency that has worked with Rich the Kid.
Using the new tools, the agency said it was able to see that 38% of listeners listened to the announcement and that nearly 20% of them listened to their music for the first time this month. this.
The new advertising tools are the latest of several versions aimed at giving artists more control. It also helps artists use Spotify as the primary platform to reach music listeners, expand their fan base and increase their popularity – and more broadly their revenue.
In September 2018, Spotify announced that independent artists could upload their own tracks. He then launched a playlist submission feature that would help artists post their songs for editing, and took a stake in the DistroKid music distribution service to facilitate cross-platform downloads.
More recently, the company has transferred some of the programmed playlists to its customization algorithms, which means that users would each see their own version of items like "Happy Hits" or "Dance Party," for example. As a result, artists can now enter a custom URL pointing to these custom versions of the playlist for sharing on social networks and elsewhere.
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