Music-streaming platform Spotify commands a wealth of usage data from its 100 million global listeners. Now, the company is ready to open up data from its community (75% of which access the ad-supported free version) for contextual targeting.
The platform currently offers native content advertising such as branded playlists. For instance, Disney Pixar promoted its animated feature Monsters University with playlists created by the film's characters, and haircare brand Herbal Essences provided a playlist for singing in the shower. Now, Spotify is focusing on its data's power to target more narrowly with internal insights, surfacing the moments connected to consumers' listening habits.
Spotify demonstrated the leverage of these insights with its Moving Day campaign. In reaction to data from Google showing a peak in US-based search queries on moving to Canada following Donald Trump's political rise, the streaming platform pulled internal data of the most popular 'moving day' songs to give its listeners a soundtrack to go with the Zeitgeist. For more on this, see our Ad Age Digital Conference 2016 report.
Spotify's strongest user group of 18- to 34-year-olds are also changing conceptions about reach for audio. "Millennials' streaming habits are not as impacted by traditional peak consumption periods like prime time or drive time," Spotify's business marketing global director Jeff Rossi told Adweek. "They are connected all day from the moment they wake up."
As universal consumption peaks become increasingly scarce, contextual data allows marketers to target connected consumers' more individual moments. For more on contextual targeting, see our coverage from Advertising Week Europe 2016.