How to find your target audience

Table of Contents 1. Use contextual targeting. 2. Get in the Gen Z mindset. Whether…

Whether you’re a small business or a big brand, Ad Studio can help you get campaigns up and running in minutes. What’s more, you can use simple, data-driven audience targeting tools to find your people at just the right moment.

In fact, 61% of Spotify listeners say that digital audio ads help them discover new brands.3 Not to mention that multi-device users stream Spotify for 2.5 hours per day.4

Here are three ways to use Spotify’s digital audio advertising tools.

1. Use contextual targeting.

Reach listeners with real-time audio ads that match the content they’re already enjoying and the moment they’re already in. Spotify research suggests that 75% of Spotify listeners remember ads better when those ads recognize their specific setting.5

Thanks to Spotify’s logged-in audience, we can gauge how and when people stream audio content throughout the day. For example, we understand which genres and formats they’re engaging with at certain times—and which devices they’re using, including smart speakers, gaming consoles, and smartphones.

Take GAIA Design, a leading home furniture design company in Mexico. At the height of the pandemic, they wanted to help people create more comfortable work-from-home spaces. So they used Spotify Ad Studio to target students and remote workers at the most relevant moment—including when they were concentrating on their work or studying at home. The result? GAIA saw a clickthrough rate (CTR) that far exceeded their expectations and benchmark goals.

2. Get in the Gen Z mindset.

If you’re investing in digital audio advertising, you can’t forget about two valuable audience segments: Gen Z and millennials. According to GlobalWebIndex, 90% of Gen Z and 86% of millennials listen to digital audio each month.6 Reaching these coveted listeners on Spotify is a cinch: More than half of ad-supported Spotify listeners in the U.S. are under 35 years old.7

Research suggests that Gen Z listens to music to feel happier and to escape from screen-dominated experiences. Meanwhile, millennials are turning to nostalgic playlists and using audio to connect with their favorite creators and communities.

Advertisers have a valuable opportunity to reach these hyper-engaged audiences with context-driven targeting and personalized messaging that fits right into their experiences.