When people think of digital advertising, the first platforms that spring to mind are usually Google, Meta (Facebook and Instagram), or LinkedIn. But there’s another channel that’s growing rapidly in influence: Spotify Ads.
With over 600 million active users worldwide, Spotify has become more than just a music app, it’s a space where listeners actively engage with content, from playlists to podcasts. And with Spotify Ads, brands now have the opportunity to connect with audiences in a highly personal, immersive way.
If you’re considering adding Spotify Ads to your marketing mix, this guide will give you the essentials you need to get started.
Why Spotify Ads?
Unlike other platforms where ads compete for attention in busy feeds, Spotify offers an intimate, audio-first environment. Listeners are already engaged and focused, whether they’re commuting, working out, or cooking dinner. This creates a unique opportunity for brands to be heard without the visual noise.
Some key benefits include:
- High attention levels – Ads are delivered during natural breaks in music or podcast listening.
- Targeting options – From age and location to interests, genres, and even specific playlists.
- Cost-effective entry – Budgets can start from as little as £250, making it accessible to smaller brands.
- Multi-format options – Not just audio; you can also run video and display ads.
Spotify Ad Formats Explained
Before diving in, it’s important to understand the different ad formats available.
- Audio Ads
- 15–30 seconds long.
- Played between songs on both desktop and mobile.
- Include a clickable companion banner.
- Video Ads
- Video Takeover (shown during active sessions).
- Sponsored Sessions (users get 30 minutes of ad-free listening in exchange for watching a video).
- Display Ads
- Simple banner ads shown on desktop or app screens.
- Can complement audio ads for extra brand visibility.
- Sponsored Playlists & Branded Moments
- Align your brand with curated playlists or contextual moments (e.g. “Workout”, “Chill”, “Dinner”).
This variety means Spotify Ads can work for both awareness campaigns and performance-driven campaigns.
Targeting on Spotify
Spotify’s targeting is one of its biggest strengths. You can reach people based on:
- Demographics – Age, gender, location.
- Interests & behaviours – E.g. fitness enthusiasts, podcast listeners.
- Music genres – Align your ad with the vibe of a playlist.
- Real-time context – Target by device, time of day, or activity (e.g. commuting).
For example, a food delivery service might target users listening to “Dinner Time” playlists between 5–8pm.
How Much Do Spotify Ads Cost?
Spotify uses a bidding model, similar to Google and Meta. Costs vary based on targeting and format, but here are some ballpark figures:
- CPM (Cost per 1,000 impressions): £5–£25 depending on audience and format.
- Minimum spend: Around £250 via the self-serve Ad Studio.
This makes Spotify ads accessible, but still powerful enough for larger-scale campaigns.
Creative Tips for Effective Spotify Ads
Running Spotify Ads isn’t just about setting targeting, it’s about creating audio that connects. Here are a few tips:
- Keep it short and punchy – 30 seconds is the maximum, but often less is more.
- Speak directly to the listener – Use words like “you” to make it personal.
- Match the mood – If you’re targeting workout playlists, use energetic music and a motivating tone.
- Always include a call-to-action – Whether it’s “shop now”, “sign up today”, or “learn more”.
- Test different creatives – Just like display or social ads, A/B testing helps optimise performance.
When to Use Spotify Ads
Spotify works best when you’re looking to:
- Build brand awareness with a broad audience.
- Reach people in specific contexts (e.g. commuting, studying, relaxing).
- Complement your existing ad mix by adding an engaging audio layer.
For performance-driven campaigns, Spotify is powerful when combined with strong landing pages and remarketing activity on Google or Meta.
Getting Started
The easiest way to get started is through Spotify Ad Studio, the platform’s self-serve tool. You can:
- Upload your script or let Spotify’s creative team produce audio for free.
- Choose your audience targeting.
- Set your budget and campaign duration.
- Track results in real-time, including impressions, clicks, and completion rates.
For more advanced campaigns, working with an agency (like us at Hewitt Matthews) gives you access to multi-channel strategies, audience insights, and optimisation expertise.
Is Spotify Ads for you?
Spotify Ads are an exciting addition to the digital marketer’s toolkit. With affordable entry points, versatile formats, and powerful targeting, they allow brands to connect with people in moments where they’re truly listening.
If you’ve been relying solely on Google or Meta ads, now might be the perfect time to test audio advertising. Done right, Spotify Ads can help you reach new audiences, increase brand recall, and drive measurable results.
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