• by Colin Kirkland , July 24, 2024

Music, podcast and video-streaming platform Spotify is launching the rebrand of its self-serve advertising platform, Spotify Ads Manager -- previously known as “Spotify Ad Studio” -- to offer enhanced ad capabilities. Spotify says the launch marks its decision to invest in advertising as a “long-term growth driver.”

With a new look and feel, Spotify Ads Manager now includes a new redesign aimed at simplifying the navigation process for advertisers, as well as advanced audience-targeting capabilities.

The company says it will expand the platform's menu of interest segments later this month, providing advertisers with a wider array of options when it comes to the audiences they reach and test, and will release “Audience Manager,” a dedicated home for advertisers to manage their saved audiences.

In addition, the rebranded Ads Manager features new ad formats, including Canvas and Opt-in video, which aim to help expand advertisers’ abilities to customize their in-app ads, from utilizing looping visuals on Audio Ads to channeling the company's recent shift into video content by placing ads on screen while songs are playing.

At its NewFronts presentation in May, Spotify's head of sales Ann Piper said the company was “ready to play in the digital advertising pool and compete for more than audio budgets,” adding that with more video being created on the streaming platform, the company wants to “connect brands with users when they are looking at their screen.”

Spotify also says that alongside a swath of measurement tools and third-party solutions via IAS and DoubleVerify, Appsflyer, and Kochava, the company has invested in its Ads API in order to bring Ads Manager to “over 50 new markets in the future.”

The rebrand comes after Spotify reported 13% year-over-year advertising revenue growth in its second-quarter earnings report. The company says it wants to continue its momentum in the ad space by “unlocking opportunities for advertisers across the entire marketing funnel, from brand advertisers to SMBs focused on performance.”