Sound has once again become a powerful communication tool. While internet users are saturated with images and videos, audio advertising attracts more intimate and less intrusive attention. Spotify, with more than 600 million monthly active users worldwide according to Statista (including nearly 15 million in France), has established itself as an essential platform for brands that want to become part of listeners’ daily lives.
Spotify Ads offer the opportunity to reach a receptive audience focused on their playlists, podcasts, or listening sessions. But how can you leverage this audio environment to boost brand visibility and generate real results?
Why are advertisers interested in audio advertising?
Unlike visual formats, audio advertising does not interrupt the user experience: it fits into a listening moment, often associated with a personal activity, such as sports, work, or relaxation. It is this relationship of closeness and trust that makes the message more memorable.
A less saturated advertising environment
While social media networks display several ads per minute, Spotify plays an average of 1 to 2 ads per free session, which is a much lower saturation rate.
As a result, the ad recall rate exceeds 80%, according to a Spotify & Nielsen study.
Users, focused on the audio, pay more attention to the voice than to a banner or video.
Personal and emotional listening
Audio advertising works differently: the voice creates an emotional connection.
When a listener is listening to a relaxing playlist, a gentle, well-calibrated advertisement fits in naturally.
When they are working out, a dynamic ad captures their energy.
It is contextual communication, directly linked to the mood of the moment.
How does advertising on Spotify work?
Spotify offers several advertising formats, accessible from its Spotify Ad Studio platform. The interface allows brands, even those with a moderate budget, to create and run their campaigns without going through an agency.
The standard audio format
This is the most common format: a 15- to 30-second audio spot broadcast between two tracks.
It is accompanied by a clickable visual banner that links to the advertiser’s website or a product page.
Listeners cannot skip the ad, but it is short and does not interrupt their listening experience.
The video format
Spotify also offers “Video Takeovers,” which are visible on desktop and mobile versions, but only when the screen is active. They reinforce brand recall, especially when paired with a parallel audio campaign.
According to Spotify Ads, the average view rate reaches 91%, well above the average for YouTube ads.
The sponsored playlist format
This format allows a brand to associate itself with a popular playlist (e.g., “Current Hits,” “Chill Evening,” “Workout Motivation”).
The brand name appears in the header, and an audio ad is integrated between tracks.
This is a powerful strategy for associating your image with a specific time of day or emotional mood.
Sponsored podcasts
Podcasts are rapidly gaining popularity. Spotify allows you to broadcast pre-recorded ads in certain episodes, or even sponsor exclusive podcasts.
According to Edison Research, more than 70% of podcast listeners remember a brand mentioned verbally: a rare retention rate in digital advertising.
Effectively targeting the right listeners
One of Spotify Ads’ major strengths is its advanced targeting capabilities. Thanks to listening data, the platform knows not only who is listening, but also when, where, and in what context.
Precise targeting criteria
Spotify Ad Studio allows you to segment campaigns according to:
- age, gender, and location,
- the type of device used (mobile, console, connected speaker, etc.),
- musical or behavioral interests,
- times of day (morning, lunch break, evening).
This granularity allows the tone of the message to be adapted to the time of day: an energetic ad in the morning, a calmer tone in the evening.
It is this contextual calibration that makes campaigns more natural and effective.
Contextual intelligence at the service of brands
Spotify categorizes its listeners according to their listening habits: “sports fans,” “relaxed music lovers,” “focused workers,” etc. A coffee brand, for example, can target the “Morning Energy” or “Morning Coffee” playlists, while a car manufacturer can choose the “Road Trip” sessions.
The result: the message is delivered at the right time, to the right audience.
Designing an audio advertisement that captures attention
A successful audio advertisement depends not only on the script, but also on how it creates a mental image in the listener’s mind.
On average, a 30-second spot has 5 seconds to capture attention and 10 seconds to convey the main idea.
Pay attention to your voice and tone
The choice of voice is crucial: a voice that is too neutral will quickly be forgotten, while a voice that is too distinctive can be annoying.
The ideal is to opt for a natural, expressive, and sincere tone that matches the brand’s personality.
Spotify even offers a free professional voice-over service in its Ad Studio, with personalized intonations.
Avoid noise overload
A common mistake is trying to say too much.
A good ad is based on a clear message, discreet background music, and a conclusion that encourages action (e.g., “Discover our collection on Spotify now”).
According to Spotify, the most effective ads contain fewer than 35 words and end with an explicit call to action.
Adapt the message to the listening moment
A user listening to a concentration playlist will not react in the same way as someone listening to pop music.
The auditory context influences how the message is received: the brand must adapt to the emotion of the moment.
It is this subtlety of tone that distinguishes an intrusive advertisement from a well-integrated message.
Evaluate performance and review strategies
Spotify provides advertisers with a comprehensive dashboard to track their results:
- number of impressions,
- audio completion rate,
- clicks on the associated banner,
- post-ad listening time.
High viewership ratings
Spotify data shows that over 90% of audio ads are listened to in full, a record compared to the average for display or social media advertising.
This is because listeners cannot skip the ad without interrupting their music.
Continuously optimize
Successful brands test multiple versions of their commercials: variations in voice, music, tone, or call to action.
This method of gradual adjustment can reduce the cost per action by 20 to 30% over several weeks.
How much does advertising on Spotify cost?
Spotify makes advertising accessible to all budgets.
The entry price starts at around €250, via Spotify Ad Studio.
Prices then vary depending on the targeting, duration, and format chosen.
On average:
- The CPM (cost per thousand impressions) ranges from €10 to €25,
- Video or podcast campaigns can cost up to €40, depending on competition in the segment.
For a local brand or SME, this remains an opportunity to reach a qualified audience at a reasonable cost, with a higher engagement rate than traditional visual advertising..