Research shows that when it comes to Spotify, audio ads are very effective. The platform offers two types of targeting—real-time context targeting and related artist fans targeting. If, at this point, you feel confused—let us explain each one.
Real-Time Context targeting is meant to reach people at specific times of the day while Related Artist Fans strategy targets people based on the artists they listen to.
Wavo Labs reports that, as a result of their test to find the best targeting strategy for artists, it was Related Artist Fans targeting that drove much more (588%) streams per dollar. This strategy provides more value for the artist, as the test showed, with several times higher conversion rate as well as a much lower CPM (cost-per-1000 impressions).
For artists who want to maximize their streams, Related Artist Fans targeting provides better results as opposed to Real-Time Context targeting.