Advertising on Spotify

Why It’s One of the Smartest Moves You Can Make Right Now

If you’re in marketing and not yet advertising on Spotify, it might be time to hit pause—and think again. Once just a scrappy Swedish startup trying to dethrone iTunes, Spotify has transformed into an audio behemoth with over 602 million active users globally (and climbing). That’s a lot of ears, and more importantly, a lot of targeted ears.

Audio advertising used to mean expensive radio slots, generic messaging, and a scattergun approach to reach. Spotify changed all of that.

The Marketing Made Clear Podcast

Check out the Marketing Made Clear Podcast on all good streaming platforms including Spotify:

Why Spotify?

Spotify sits in a sweet spot: it combines the scale of traditional radio with the precision of digital targeting. Whether your audience is Gen Z, dog-owning millennials in Manchester, or late-night jazz fans in Bristol—Spotify knows where they are, what they’re listening to, and when they’re most engaged.

Here’s what makes it such a juicy marketing opportunity:

  • Highly engaged audience: People choose Spotify. It’s not background noise—they’re actively selecting what they want to hear.

  • Audio first = fewer distractions: Unlike social media, where your ad competes with memes, reels, and friend drama, Spotify ads cut through the clutter.

  • Granular targeting: Spotify Advertising lets you target by age, gender, location, device, interests, even playlist type. Yes—you can reach people who are literally listening to a “Running with My Dog” playlist.

  • Multi-format creativity: Audio ads, video ads (in-app), podcasts, and now interactive call-to-actions—Spotify’s ad ecosystem is way more diverse than many realise.

  • Cost-efficient for SMEs: With self-serve ads starting at £250, Spotify Ad Studio levels the playing field.

Spotify Advertising in Numbers

Let’s talk brass tacks.

  • 68% of Spotify users listen via mobile—perfect for location-based or immediate call-to-action ads.

  • 41% of UK adults use Spotify monthly (as of 2024), with nearly 60% of those using the free, ad-supported version.

  • 90% of audio consumption happens with the screen off. You’ve got a direct line to the listener’s brain without competing visuals.

And when it comes to memory retention? Audio ads are often remembered more vividly than display ads, especially when they’re relevant and well-produced.

Podcast Ads: The Trust Factor

Spotify has also doubled down on podcast advertising, and this is where things get really interesting.

Podcast listeners are loyal. They trust their hosts. When a host reads your ad, it’s not just heard—it’s endorsed. That’s a level of authenticity that’s hard to replicate on other platforms.

You can also run programmatic podcast ads across a wide network, targeting themes, topics, or demographics. It’s niche without being narrow.

The Creative Edge: Audio Storytelling

Unlike display or social ads, audio invites creativity. With just a voice, sound effects, and music, you can:

  • Build brand recall

  • Create emotional resonance

  • Use humour or storytelling

  • Trigger mental imagery (great for FMCG or lifestyle products)

It’s George Orwell’s clarity principle in action: simple, vivid, and memorable communication.

And bonus—no need to obsess over aspect ratios or TikTok dance trends.

Who’s Already Doing It?

Big brands like Nando’s, Tesco, and even the UK Government have run Spotify campaigns. But so have independent retailers, local services, and online startups.

Spotify gives all advertisers access to top-tier audience insights—so it’s not just for the giants. In fact, this is one platform where smaller brands can still feel big.

So, Should You Jump In?

If your brand has a story to tell (and a target audience to tell it to), Spotify is a channel worth exploring. Audio ads deliver impact, memorability, and genuine connection—something that’s becoming harder and harder in our distracted digital world.

Spotify’s ad tools make it surprisingly easy to test, learn, and optimise your campaigns. And with audio content consumption on the rise, it’s a trend that isn’t slowing down anytime soon.

So yes, now is the time. The world’s listening—make sure you’re part of what they hear.