• by Gavin O'Malley  @mp_gavin, March 21, 2016

Overlay serves as a “welcome back” ad on Spotify, which runs when users reopen the music streaming applications during highly engaged sessions.

Along with the launch of Overlay Mobile, Spotify is also upgrading Spotify Targeting -- its toolkit for brands to reach more relevant audiences.

For U.S. campaigns, Spotify is adding around 100 interest-based audience segments, including popular audiences such as moviegoers, car buyers, luxury shoppers, and sports fans.

Worldwide, Spotify continues to dominate other music-streaming services, according to recent findings from App Annie. The Swedish tech company leads the way worldwide in terms of active users, downloads and revenue, the analytics firm finds.

Pandora Radio still takes the top spot in the U.S. with its interactive radio service, while new opportunities are growing and being served by other players -- especially in Asian-Pacific markets. There local content puts regional players ahead of global giants.

In particular, Line Music and AWA Music have shown enormous potential in Japan, while Saavn and Gaana are growing rapidly in India.

Overall, the market for streaming apps continues to grow. In fact, the top streaming apps worldwide saw data consumption per active Android phone user grow by about 25% year-on-year, while downloads increased by around 15% and revenue from in-app purchases more than doubled.

Europe is home to three of the world’s biggest streaming apps that dominate the region's landscape: Spotify, SoundCloud and Deezer.

Traditional FM radio networks are also finding some traction with apps, potentially providing a model that networks in other markets can replicate, according to App Annie.

Following its acquisition of digital music service Rdio, Pandora appears to be gearing up for a battle with Spotify, YouTube and Apple for their paid streaming customers.

Spotify is reportedly in the process of raising a fresh $500 million from investors in the form of convertible notes.