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Spotify launches pilot for self-service ad studio in Asia


By Charlotte McEleny, Asia Editor

April 17, 2020 | 4 min read

Spotify has launched an invite-only pilot of its Ad Studio service for Asia, allowing brands in the Philippines, Singapore, Malaysia and Taiwan access to its self-service platform.


Spotify launches pilot for self-service ad studio in Asia

The service, which was first announced in 2017, is available in Asian markets for the first time with the launch of the beta test into the four new markets.

The service allows brands to create and manage audio campaigns themselves. While it also has a tool that allows brands to upload a script, which Spotify will then turn into an audio ad within 48 hours.

Brands that have tested the service in APAC already include Union Bank in the Philippines and Live Nation.

Christopher Li, digital strategy manager, Live Nation Asia, said: "Ad Studio offers different ways to target fans, and it allows you to run a campaign with a limited budget. Now brands can quickly reach music lovers with this easy-to-use platform.”

"With the decline of radio in the Philippines, it has been difficult and costly for us to reach our target audience,” said Reagen A. Aguda, digital media marketing manager, Union Bank Philippines. “With Spotify’s Ad Studio, we're able to reach and engage Millennials contextually through the music they love."

Since 2017 the service has come out of beta in the US, the launch market. According to Spotify, Ad Studio has seen a 68% uptick in monthly active advertisers (Dec 31 2019 vs Dec 31 2018) and the number of ads created on the platform has nearly doubled.

Diogo Andrade, head of automation, Southeast Asia, Hong Kong and Taiwan at Spotify, said: “Ad Studio allows businesses of all sizes to create targeted audio advertising on Spotify in a turnkey, budget-friendly way. In the Philippines, where Ad Studio has been available in beta for two quarters, our clients are already seeing fruitful results from using the platform. We’re looking forward to working with music labels and other brands from Singapore, Malaysia and Taiwan next.”

The launch is timed during the coronavirus global pandemic which will likely see the need for self-service tools to grow, as teams operate remotely and budgets are constrained.

In order to support artists during the coronavirus, Spotify has set up a music relief project, in order to help artists during tougher times.

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