Wavo Labs: This series shares the results of our music marketing experiments and how they inform artist media strategy.

What We Tested

For music promotion with Spotify Audio Ads, the platform offers both Real-Time Context Targeting and Related Artist Fans Targeting.

Real-Time Context Targeting reaches users at specific moments of their day, while Related Artist Fans Targeting identifies audiences based on the musicians they listen to.

We compared these two types of targeting to understand which drives more value for artists.

The Results

Based on our case study, Related Artist Fans Targeting drove 588% more streams per dollar relative to Real-Time Context Targeting. Why?

• A higher conversion rate (nearly five times higher than Context Targeting)

• A 17% lower CPM (cost-per-1000 impressions served)

Listeners served ads via Related Artist Fans Targeting were also more likely to listen repeatedly, showing a 28% higher average streams per listener. 

The Takeaway

To maximize streams through Spotify Audio Ads, we recommend a Related Artist Fans targeting strategy rather than Real-Time Content Targeting.

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