Spotify has launched its Ads Manager platform in India, enabling businesses to independently plan, create and measure advertising campaigns across audio, video and display formats on the platform.
The rollout has opened Spotify’s advertising inventory to a wider range of advertisers, including enterprises, agencies, startups, D2C brands and small and mid-sized businesses. Advertisers have been able to activate campaigns using credit cards or pre-pay options, with ad credits also available through invoicing.
Spotify has provided advertisers with direct control over campaign setup, management and optimisation through the platform. Campaigns have been launched within minutes and have supported multiple ad formats delivered across music and podcasts through in-feed and in-stream placements.
The platform has enabled targeting based on listener behaviour, including mood, context and real-time intent, moving beyond demographic-based targeting. This has allowed brands to align messaging with user activity and listening patterns.
Spotify has reported that combining audio, video and display formats has led to improved campaign outcomes globally, with higher incremental sales lift and return on ad spend compared to single-format campaigns. Multi-format campaigns have also delivered higher purchase completion conversion rates.
The Ads Manager has included features such as Split Testing, allowing advertisers to compare creative performance across metrics like completion rate, click-through rate and cost per click. Automated Bid functionality has used machine learning to optimise bids based on real-time conditions.
Spotify has also integrated creative tools within the platform, allowing advertisers to upload assets, create audio ads and use generative AI for scriptwriting, voiceovers and music mixing. Measurement tools such as Spotify Brand Lift, Spotify Pixel and Conversions API have been included, along with third-party integrations with IAS, DoubleVerify, Appsflyer, Kochava and Branch. A new App Installs objective has also been introduced.
India has remained a key market for Spotify, with users spending an average of two hours per day on the platform and a majority incorporating it into their daily routines.
“Spotify sits at the intersection of two powerful forces for advertisers — an audience that is in fan mode, with high intent, high emotion, and high recall, and an evolving platform where culture is created, discovered, and amplified across audio and beyond. With Spotify Ads Manager now live in India, we are making it possible for brands of every size — whether you are a CMO at an enterprise brand, a media agency buyer, or a growing D2C business — to reach these audiences directly and drive measurable impact. And for India’s musicians, labels, artist managers, and podcasters, this is equally significant — Spotify Ads Manager gives them the tools to promote their work and connect with a global audience directly from India.” — Arjun Kolady, Head of Sales, Spotify India.
