Spotify上出現新的廣告方式

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  • Spotify上出現新的廣告方式

      201903/0517:33

    ◎雖然沒有人喜歡商業廣告,但它們是Spotify營運免費方案裡的重要組成部分。Spotify正在尋找新方法讓其免費方案牟利,允許外部廣告商在其非常受歡迎的「Discover Weekly」播放清單中贊助廣告。

    ◎這與僅運行普通的廣告有何不同?這意味著贊助商基本上會在指定的時間段內擁有該播放清單。「Discover Weekly」的用戶喜歡該播放清單是因為它根據他們的需求進行了個人化設置,使得有使用該清單的人數比沒用的多了一倍以上;Spotify上的贊助廣告將允許該品牌也為用戶量身定制廣告體驗。微軟是該播放清單的第一個贊助廣告廠商,廣告內容是有關其人工智能開發的活動,這非常的合適,因為把播放清單和現在已經定制化的廣告提供給聽眾靠的都是人工智能。

    ◎Spotify最近已經超越了月活躍用戶2億人的大關,聽起來數字很多,但該公司仍繼續虧損。現在它是一家公開上市公司且必須向股東回報,華爾街投資人的意見很重要,因此它需要新的方式來賺錢或者至少試圖賺錢。從用戶的角度來看,有廣告插播很痛苦,但這就是要用戶訂閱付費方案以消除廣告的動力,這也就是許多分析師認為免費有廣告插播的方案比付費方案的收入增長實際上更有潛力的原因。新的Spotify廣告類型可能不會被大多數用戶注意到,然而從廣告商的角度來看,這可能是未來的方式,不僅是在Spotify上,還有在其他的串流服務上。

    詳細全文:

    While nobody loves commercials, they're an essential part of how Spotify's free tier operates. The streaming service will trying something new, however, by allowing outside advertisers to "sponsor" the incredibly popular user-specific "Discover Weekly" playlists.

    Guest post by Bobby Owsinski of Music 3.0

    We all hate commercials of any type, but they're a necessary evil when you're consuming media content for free, especially the free tiers of streaming services. Spotify is looking for new ways to monetize its free tier and it thinks it's come up with something new – sponsored ads on its extremely popular Discover Weekly playlist.

    How is this different from just running normal ads? It will mean that the sponsor will basically own that playlist for a specified period of time. Discover Weekly users like the playlist because it's personalized to their needs, and more than double the number of people use it over those that don't. A sponsored Spotify ad would allow the brand to also tailor the ad experience to the user as well.

    Microsoft is the initial user of the sponsored ad on the playlist, running a campaign about its artificial intelligence development. This seems only too appropriate, since it's AI that will be delivering both the playlist and now the customized ad to the listener.

    Spotify has recently passed the 200 million mark for monthly active users, which sounds like a big number, but the company continues to lose money. Now that it's a public company and must answers to stockholders, the opinion of Wall Street is important so it needs new ways to generate money, or at least attempting to generate money.

    From a user's standpoint, ads are a pain, but that's why you subscribe to the paid tier – to eliminate the ads. That said, many analysts actually believe that there's more potential for revenue growth in the free advertising-led tier than in the paid one.

    Regardless, the new Spotify ad type will probably fly under the radar for most users. From an advertiser's perspective though, this could be the way of the future not only for Spotify, but other streaming services as well.

     

    Hypebot

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