The following is a guest blog written by Spotify.

Spotify has always been a stage for what’s now, and next, in culture. Now, it’s also a performant platform built for marketers who need to move fast, create smart, and prove impact. 

Every day, millions of fans press play on the content they care about most, from new music drops to can't-miss podcast episodes. They're not scrolling, they’re actively tuning in. And that intentionality gives Spotify a unique advantage: it's one of the rare places where attention is earned, not chased. 

That matters because attention drives outcomes. In fact, ads on Spotify capture 2x more attention than social media platforms¹. And that attention translates directly into stronger ad performance across the funnel. With powerful creative tools, real-time performance signals, and visual and audio formats, Spotify is helping brands go beyond reach—to measurable outcomes, deeper engagement, and better business results. 

Here’s how advertisers are raising their performance game on Spotify. 

Multi-format matters: The case for diversifying your media mix 

Spotify isn't just audio anymore. And that’s a good thing for advertisers. Campaigns that integrate audio, video, and display don’t just reach more people—they drive better results because you can deliver your message in users’ in-focus and screenless moments. 

According to Spotify’s internal data: 

• Multi-format campaigns drive up to 90% more incremental sales than audio-only efforts. 
• Adding video and display lifts add-to-cart conversion rates by 1.8x. 
• 75% of daily active users engage with the Now Playing view, where Spotify display formats create additional opportunities to connect. 

Creative tools that meet the pace of performance 

Spotify has lowered the barrier to create compelling audio ads. With automated tools designed for speed and scale, advertisers can build campaigns that perform, without overextending production resources. 

Key enablers: 

• Generative AI for audio ads: Build high-quality spots and customize script, voiceover, and music in under 10 minutes. 
• Smartly integration: Streamline campaign set up, automate creative variation, and manage Spotify and social from one dashboard. Leverage Smartly’s video and audio templates to speed up campaign execution while maintaining brand integrity.
• Split testing: Run up to four creative variations, measure against KPIs like CTR and cost-per-result, and scale what works. 

These tools aren’t about replacing creativity. They’re about making it easier to iterate, test, and launch, especially for performance marketers under pressure to prove ROI fast. 

Measurement that connects creative to business outcomes 

Whether you’re measuring upper-funnel awareness or lower-funnel conversion, Spotify has solutions to help you connect creative to impact. 

Core solutions include: 

• Spotify Pixel and Conversions API: Track web visits, installs, sales. 
• Spotify Brand Lift: Measure ad recall, awareness, purchase intent. 

And with goal-based bidding and automated delivery optimization, campaigns stay aligned to what matters to you, whether that’s reach, clicks, or conversions. Take a look at our Performance Playbook for all the best practices you need to create an effective campaign. 

Turning insights into performance: A smarter approach to optimization 

The best-performing campaigns on Spotify follow a test-and-learn loop. The platform encourages advertisers to treat optimization not as a post-campaign review, but as an always-on process. 

Here’s the framework: 

1. Analyze: Track key signals: reach, frequency, conversion lift, creative fatigue. 
2. Optimize: Refresh creative, refine audience targeting, adjust bids and budget pacing. 
3. Iterate: Use split testing to isolate variables and build a roadmap of what works. 

Spotify recommends running campaigns for a minimum of 30 days to give machine learning systems enough time to optimize effectively. Small changes (10–15% bid or budget shifts) can lead to more sustainable improvements over time. 

Performance doesn't have to be complex. 

Spotify’s approach to advertising is built for today’s marketing environment: flexible, measurable, and scalable. It's not just a channel for reach, it's a system for results, backed by real tools and real data.

Whether you're optimizing for installs, website traffic, or brand impact, Spotify offers the clarity, control, and creative agility needed to deliver campaigns that work. 

Ready to scale campaign effectiveness across Spotify and beyond? Learn more about the Smartly + Spotify integration or reach out to book a demo.

¹ Adelaide Attention Survey, Global, August 2024