A Guide to Spotify Ads, Amazon Music Ads, and More

What are streaming audio ads?

Streaming audio ads are like radio ads, but they play on music streaming platforms like Spotify and Pandora. They use the same programmatic bidding processes as other digital ads like Google and Meta, applied to audio streaming. As advertising on streaming services continues to grow, streaming audio ads are a natural next step.

What ad types are available for streaming audio ads?

Although the audio clip is the core of a streaming audio ad, these ads also offer a unique opportunity to pair audio with visual content. There are two types available, and both are easiest to run on Spotify:

  • Audio with image: You can add a square image that appears where the album artwork usually does.
  • Audio with video: You can also include a video that appears full screen in a vertical format on users’ devices.

Another option is to advertise directly on podcasts. You can do this programmatically through audio ad managers, or you can contact podcasts directly to partner with them. The direct approach works more like an influencer marketing campaign, which we won’t cover in this article.

Where can I develop, run, and manage streaming audio ads?

Streaming audio has grown into a mainstream programmatic channel. There are three main platforms to know:

  • Spotify Ads: Spotify leads music streaming, especially among younger audiences. Its self-serve Spotify Ads Manager lets you build, manage, and report on campaigns yourself, and in the U.S. and Canada its free Gen AI tool can write scripts and generate voiceovers for you.
  • Amazon Music Ads: Amazon sells audio ads across Amazon Music, Alexa devices, and podcasts, either through its managed service or programmatically through Amazon DSP.
  • Pandora Ads: Pandora ads are sold through SiriusXM Media, which also covers SiriusXM streaming and SoundCloud.

You can also buy this inventory programmatically alongside your other digital campaigns. Spotify is available through Google Display & Video 360, The Trade Desk, and Amazon DSP, and Pandora is available through Amazon DSP.

What are the best practices for streaming audio ads?

Most marketers have experience writing a traditional radio script, and you might assume streaming audio ads follow the same best practices. They don’t. Here are ours:

  • Write a new script for streaming. Don’t reuse your traditional radio ad.
  • Make the CTA a tap, not a URL. Instead of reading out a website, ask listeners to tap the ad or button on their phone.
  • Make the visual count. You can pair your audio with an image or video, so use it.
  • Keep the script clear and concise.
  • Use sound effects to stand out. For example, a coffee shop ad might include the sounds of a latte being made.
  • Let your targeting inform the copy. Write to the demographics and interests you’re reaching.

What are the advantages of streaming audio ads vs. traditional radio?

Both have their place in a marketing strategy, but there are a few key reasons to consider shifting or adding budget to streaming audio:

  • More specialized targeting: You can target listeners by everything from general interests to the type of playlist or music they’re listening to at the moment. For example, an airline promoting beach vacations could reach listeners during their morning commute.
  • Better reporting: Radio leaves little room for detailed reporting. With streaming audio, you get the same level of detail as any other digital ad.
  • Direct conversion tracking: Streaming audio ads let you track conversions and Return on Ad Spend (ROAS).
  • Younger audiences: Younger listeners rarely spend their time with traditional radio. They play their Spotify or Amazon Music playlists instead, and now you can reach them there every day.

Adding Streaming Audio Ads to Your Strategy

Streaming audio is now a standard part of a full-funnel media mix, and the tools to plan, produce, and measure it have never been easier to use. Use this guide to decide whether it’s time to add streaming audio ads to your marketing strategy.

Ready to add streaming audio to your media mix? Reach out today to talk to our team.