Spotify expands Discover Weekly ads to new EMEA markets
Spotify is expanding its Discover Weekly sponsorship option to nine additional markets across the Europe, the Middle East and Africa (EMEA) region, including Austria, Belgium, Ireland, Poland, Portugal, Saudi Arabia, South Africa, Switzerland and Turkey.
Spotify’s popular Discover Weekly playlist, which was first launched five years ago, helps users discover new music based on their personal preferences. The streaming service first started to allow advertisers to "sponsor" the personalised playlist last year on the free service, teaming up with Microsoft as its beta launch partner.
Now, following the launch in North America and Latin America and subsequent rollout through the UK in partnership with Vodafone, brands in the additional markets have the chance to sponsor the Discover Weekly playlist for the first time.
“Never before across EMEA have advertisers been able to own the personalised listening experience on Spotify Free,” a Spotify press statement reads. “Now advertisers can own the discover moment on Spotify and share their message with multiformat ad experiences including audio, video and display.”
According to recent data published by Spotify, listeners streamed more than 2.3 billion hours of their personalised Discover Weekly playlist between 15 July last year and 25 June.
“Discover Weekly gives us, and any playlist sponsors, an opportunity to show users that we know them even better than they may know themselves,” Spotify’s regional head of sales UK and Pan-EMEA, Rak Patel, said. “At Spotify we are focused on providing brands and advertisers with unique opportunities to engage with consumers, and the potential sponsorship of Discover Weekly really delivers against that."
Meanwhile, it’s been widely reported that Spotify is working on adding a live-streaming concert feature to the platform. The reports follow images that appeared on social media, which suggest evidence of a live-stream concert tool, such as an ‘Upcoming Virtual Events’ tab. Spotify has not confirmed the reports.
In the past six months the company has bolstered its offerings beyond music to include exclusive podcast deals with Joe Rogan, Kim Kardashian and Warner Media, among others. Last month, it began supporting video podcasts, and last week it became the official audio service provider for the widely popular League of Legends video game.
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