To help advertisers to connect with their audiences, Spotify launched new features based on context and interest.
Real-Time Context Targeting and Called Interest Targeting, the new additions, are available on the platform’s Ad Studio.
Brands and marketers looking to reach different audiences would benefit from having an extension. Platform preferences, user podcasts and playlists feed the interest specifications that advertisers want.
Spotify has categories like gaming, cooking, technology, travel and comedy.
In a research on 2019 users, the company found them to consume 250% more podcast hours than in 2018. There are more than 250 000 podcasts in the streaming platform.
Brands can now hone in on users they want to target. They can also use Real-Time Context Targeting to pinpoint times during the day when users may be studying, cooking or working out.
Spotify Ad Studio is still restricted in the UK, Canada, the US and Australia.
The platform is still improving its ad offerings. Earlier in the year, the company introduced performance metrics, including the rate of intent, conversion rates and overall ad listens.