The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Cannes Lions Spotify

McDonald's, Coca-Cola and more partner with Spotify for mobile-first video advertising opportunities

Author

By Gillian West, Social media manager

June 18, 2014 | 2 min read

McDonald's, Samsung, Kraft, Coca-Cola and Ford are working with Spotify to create the music streaming service's first video campaigns on mobile.

Speaking at an event in Cannes this morning Spotify chief business officer Jeff Levick revealed the suite of new products is the result of a year's worth of innovation in which the service acquired data service Echo Nest to provide better targeted ad experiences for its users.

The new opportunities have been built for mobile first, meaning this will be the first time video advertising at scale is available on the platform, with advertisers now able to sponsor a 'moment' or 'session' or 'own a moment'.

By sponsoring a moment brands are able to curate their own playlists for specific activities e.g. workouts inserting brand messages where appropriate. Sponsoring a session will allow brands to put their ad in front of a targeted audience and by watching reward the user with an hour-long ad free service - using ads to remove ads - and owning a moment will enable brands to tap into specific events such as parties to serve ads corresponding to that time.

According to Spotify the video ads served as part of these moments and sessions will go beyond that of normal advertising becoming relevant and enjoyable content for users with early indications and testing showing little drop off of ad viewing.

The new advertising options will roll out in five key Spotify markets - US, UK, France, Germany and Sweden - before being introduced to the service's other 52 markets worldwide.

Cannes Lions Spotify

More from Cannes Lions

View all

Trending

Industry insights

View all
Add your own content +