Spotify are now introducing their ‘Marquee’ feature to the UK - a campaign tool for artists that targets both Free and Premium users with a full screen recommendation of an artist’s latest release. This is based on their listening history rather than broader demographics and interests.
The campaigns can start anytime in the first 3 weeks of release and start at $100 on a cost per click basis, whilst also filtering out people who intentionally streamed your release. It runs until you spend your budget, or 10 days after the campaign starts.
This allows artists to engage with more tailored advertising by finding users that listen to music similar to their style, rather than a generalisation based on their target audience’s demographic. Listeners who see a Marquee are twice as likely to save a track and are three times more likely to stream the artist's other release if they stream the advertised track - making the feature a powerful tool for boosting engagement.
