Spotify Expands Beyond Music With New Ad Formats Across Audio, Video, And Podcasts

Spotify has unveiled a new suite of advertising tools and formats aimed at helping brands engage listeners more effectively and improve campaign performance globally.

The update introduces new ad formats, including Carousel Ads,a swipeable, visual format that allows advertisers to showcase multiple images, messages, and links within Spotify’s Now Playing interface. Early testing indicates strong engagement, positioning the format as a more immersive way for brands to connect with users.

In addition, Spotify has expanded its Sponsored Playlists offering, enabling brands to gain prominent visibility across major playlists and integrate more seamlessly into the listening experience.

On the tools front, the platform has rolled out new features within Spotify Ads Manager, including split testing capabilities that allow advertisers to compare creatives and optimise performance based on real-time metrics. It has also introduced automated bidding powered by machine learning to help maximise campaign efficiency and budget utilisation.

The company also shared fresh research on evolving listener behaviour, highlighting how increased engagement on the platform is driving stronger ad performance and offering deeper insights for brands looking to tap into audio-led audiences.

With these updates, Spotify aims to make advertising on its platform more measurable, dynamic, and aligned with how users consume music and audio content today.