Spotify Ad Studio Rolls Out New Metrics to Measure How Ads Impact Streaming

Courtesy of Spotify
       

Artists using Spotify Ad Studio, the streamer's self-serve audio advertising platform, now have access to new metrics revealing exactly how ad campaigns are making waves among listeners.

Today (April 8), Spotify rolled out a set of streaming conversion metrics for the ad platform to show how listeners respond after hearing an artist's ad. With the new metrics, artists can tell how many people who heard their ad went on to check out their music on Spotify, whether an ad performed better with established fans or newer listeners, the number of listeners who saved the artist's music to their library and more.

Ad Studio first launched back in 2017, allowing artists and other music marketers to reach listeners on Spotify's ad-supported experience. In an announcement on Spotify's blog, the streamer reveals that labels and artist teams had been "asking us for more insightful ways to understand the impact of their campaigns." The company now plans to integrate the new metrics into all its advertising products going forward.

Spotify uses Rich the Kid and music marketing agency Wavo as an example, revealing that 38 percent of people who heard Wavo's ad campaign for a recent release from the rapper -- which featured a sample of the new song and an introduction from Rich the Kid himself -- went on to listen to his music. 

"With Spotify's new advertising capabilities, 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," adds Wavo CEO and co-founder Conor Clarke in the post. "Those are the holy grail of metrics for an artist to know."

Spotify has continued to beef up its artist offerings as of late: Last month, the company announced that it will now provide artists with unique hyperlinks whenever songs are added to now-personalized editorial playlists through the Spotify For Artists portal. Last week, the streamer marked one year since going public as company on April 3, 2018.