Spotify unveils video ad products

Cannes2014: Spotify has unveiled three new video-based advertising products it is testing with Coca-Cola, McDonald’s, Samsung, Ford and Kraft.

Spotify video ad formats will be tested by Coca-Cola, McDonald’s, Samsung, Ford and Kraft.

The products have been created using Spotify’s data gleaned from its music users augmented by the analytic capabilities of Echo Nest, the music intelligence company it bought earlier this year.

Data analysis now allows Spotify to identify non-music attributes from users’ music choices and can help brands target people contextually – for instance, sports action fans or those passionate about environmental causes.

The three new formats are: 

  • Sponsor a Moment – a brand can choose to sponsor a user’s identified activity, for example capturing a workout session by offering a created running play.list.
  • Sponsor a Session – this allows a brand to sponsor a whole non-interrupted music listening session on mobile. The brand gets to top and tail a user’s session with relevant messaging and the user will have an hour of uninterrupted music.
  • Only a Moment – an opportunity for brands to be involved in the trend of Saturday eve listening in the living room when users have friends come over and start playing party music off the laptop or desktop. Contextual targeting will allow branded video content to be played during the streaming

The three formats are currently in beta testing.

At a session at the Cannes Lion festival, chief marketing and revenue officer Jeff Levick said that the products were scheduled to be rolled out in the quarter four in the US, UK, France, Germany and Sweden.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here