Spotify launches mood-based ad targeting service

The playlist targeting service will allow brands to tap into consumer segments based on the mood of their music collection, such as “workout” or “chilled”.

Spotify is launching music-taste-specific ad targeting in a bid to improve its service for marketers.

The playlist targeting service will allow brands to tap into consumer segments based on the mood of their music collection, such as “workout” or “chilled”.

The service will also allow marketers to discover when and where users are listening to their favourite music and enable brands to target ads based on age, geography, genre and language.

Jeff Levick, chief revenue officer at Spotify, said: “Music is an integral part of life, day in and day out. Our new targeting solutions give brands unprecedented ways to reach streaming consumers.”  

The move comes as services such as Tidal have launched attempts to rival Spotify’s market dominance.

In 2014 it launched sponsored video ad products and the brand has experienced a 380% year-on-year hike in mobile ad revenue, it said.

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