In a new interview with Digiday , Spotify's global head of advertising, Brian Benedick, expressed a desire to see the company evolve into a brand awareness ecosystem. Rather than making individual sponsorship deals with companies hosting their advertising buy email list content between Spotify's music services, they want to serve as a data resource for these partner brands by offering them insights into the ads audiences engage with. engages and collecting information from Nielsen Digital Ad Ratings. for specific campaigns so these companies can better analyze customer perception and purchase intent.
“It's the journey to becoming a platform, not just a publisher. Today we work with thousands of brands, but we envision a future where we work with hundreds of thousands of brands, and the only way to get there is to deliver efficiencies to the buy email list business,” says Benedick.They have already made progress towards making this vision a reality. Currently, Spotify offers businesses the ability to sponsor their own branded playlists, which brands like Nike and Urban Outfitters have embraced as a way to support their own voice and audience message. In its Branded Playlist Terms and Services.
Spotify makes it clear that the mission of these playlists is to be more than just another avenue for conventional advertisements. The instructions advise sponsors that their goal should be to "show the world what kind of music your brand likes to listen buy email list to while partying, driving, or enjoying a cup of coffee."Last month, Spotify also launched its first branded podcast series, a five-episode partnership with New Amsterdam Vodka that mixes R&B music and interviews with popular hip-hop influencers to align with the "For Your Soul Out" by New Amsterdam.