Everyone’s favourite personalised playlist on Spotify will start featuring personalised adverts with brand sponsorships.
Spotify’s Discover Weekly has become one of the most beloved playlists on the music streaming service renowned for offering up an incredible selection of curated and regularly updated playlists. Discover Weekly tailors it’s weekly selection to each listeners tastes based on what they listen to and have saved and has been lauded for it’s incredible ability to present people with recommendations they actually care about and enjoy.
Now instead of their typical randomly allocated ads Spotify want to enhance the personal playlist with specific ads from brands and companies, allowing them to sponsor user’s personal Discover Weekly playlists. Whilst it probably won’t mean that much for listeners – just a less irrelevant advert to watch or listen to – it’s a great ability for brands to sponsor one of the service’s most visited and beloved features after allowing sponsorship of their other giant playlists before.
Discover Weekly sponsorship will begin with Microsoft’s ‘Empowering Us All’ ad campaign, which explores artificial intelligence in education, healthcare, and philanthropy. Considering that Spotify’s Discover Weekly playlists are built on using artificial intelligence to analyse and compare people’s music tastes and listening habits to create it’s selection, Spotify believe it is a good fit to launch their new sponsorship opportunities with.
Microsoft’s general manager of global media, Erin Bevington said: “At Microsoft we are focused on empowering every individual and organisation to do more. Our work in AI is a central part of that mission to unlock human ingenuity. Our partnership with a technology innovator like Spotify offered a way for us to effectively share that message within a personalised entertainment experience powered by AI.”
As Microsoft break the seal on Discovery Weekly sponsorships, Spotify say the process is still currently in beta testing. Spotify’s global head of partner solutions, Danielle Lee added: “Personalisation has quickly gone from a nice-to-have to an expected consumer experience that delights audiences and marketers are craving opportunities to be part of it. Our new Discover Weekly ad experience positions advertisers for success and ensures that our fans are hearing messages that embody the ethos of discovery.”