Spotify is working to enhance its advertising strategy, focusing on engaging users more deeply than simply scrolling on social media. Co-president Alex Norstrom pointed out that Spotify listeners are actively participating in activities like joining music jams or immersing themselves in podcasts. To complement this, Spotify plans to introduce new tools that simplify ad-buying for brands, including AI-generated scripts and voice-overs. The intent is to appeal to advertisers by showcasing the connected and engaged nature of Spotify listeners compared to the passive consumption found on other platforms.
Many Spotify users aren't passively scrolling. They're learning the somewhat fussy technical process of joining a jam, or getting to know the host of a podcast.
Spotify's co-president believes some apps could self-swipe, but Spotify aims for more committed user engagement instead.
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