Spotify announced on Thursday, June 13, the launch of its first in-house creative agency, named Creative Lab. The introduction of Creative Lab is part of Spotify’s strategic effort to attract more advertisers by offering tailored marketing solutions across its expansive listener base of 615 million.
Creative Lab aims to assist brands in crafting customized audio and video ads, in-app digital experiences, and interactive formats like call-to-action (CTA) cards.
Alongside the launch of Creative Lab, Spotify is introducing a groundbreaking tool for advertisers, “Quick Audio.” This new feature, which will be integrated into Spotify Ads Managers, allows advertisers to generate scripts and voiceovers using generative AI technology. A company spokesperson highlighted that Quick Audio aims to empower brands to produce content swiftly and efficiently.
A company spokesperson explained that every campaign managed by Creative Lab is tailored specifically to meet the individual needs of each brand and business, ensuring a highly personalized approach to campaign creation.
The effectiveness of Creative Lab’s personalized advertising solutions can be seen in their recent collaborations.
For instance, Rockstar Energy drink by PepsiCo organized a concert starring the British rapper Stormzy. This event was broadcast live through the Spotify app, allowing viewers to seamlessly switch between footage of the actual concert and the rapper performing in various virtual environments. Spotify and Rockstar promoted the event through different ad formats within the Spotify app and also through an out-of-home campaign.
Additionally, the beverage company Aperol is another client of the Creative Lab, showcasing the diverse range of brands that can benefit from Spotify’s advertising solutions.
Furthermore, a Spotify executive mentioned that the company is exploring the use of AI to produce host-read ads tailored for podcasters, but there is currently no set timeline for the product’s launch, although some advertisers have already been enlisted to conduct tests.
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