SPOTIFY ADDS TO AD DATA OFFERINGS

Spotify has rolled out a new set of streaming conversion metrics to help advertisers understand how listeners responded after hearing an ad. It’s also adding a channel for promotional campaigns in the Spotify Ad Studio.

The Ad Studio is offering users a tool to examine data after an announcement. The user—a label or an artist—can see how audiences engaged with the ad, theoretically providing insight that can be used in later promo strategies. The company intends to offer these types of conversion metrics for all future advertising products.

Spotify Ad Studio was introduced in 20917 as a self-serve platform that allows advertisers to reach listeners on Spotify’s ad-supported experience while they’re listening to music.

Music marketing agency Wavo ran a recent ad for Interscope’s Rich the Kid and learned that 38% of people who heard the ad (which featured a sample of the new song, along with an introduction from Rich the Kid) went on to listen to the artist. And almost 20% of those listeners streamed his music for the first time that month.

“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. Those are the holy grail of metrics for an artist to know," said Conor Clarke, CEO and co-founder of Wavo.