How to advertise an event through Spotify - MCM

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October 7, 2021 Paige Jones

How to advertise an event through Spotify

Spotify Ad Studio is a fantastic platform that allows you to reach your  audience through impactful audio ads. The platform boasts 365 million active users worldwide,* making it one of the biggest music streaming services in the world. With an audience this large and varied, Spotify is definitely one you should be considering when you plan your event marketing campaigns. 


Spotify Ad Studio includes various free tools which enable you to create professional ads from scratch with ease. They offer best practice tips and tricks so that even if you haven’t created audio ads in the past, doing so is simple. You can create advertising campaigns on Spotify with a budget as low as £250 and just like with Facebook and Google, the cost of individual ads will vary based on automated bidding and your target audience. If the competition for your audience is high, you can expect to pay more for your ads. 


Targeting options on Spotify start with basic demographics such as age, location and interests through to genre targeting. For example, if you were hosting a fitness event in London for over 50’s, you could use Spotify to target people who meet the age criteria, are local to London and who listen to running-related playlists or sports and recreation podcasts. Of course, this example demonstrates extremely basic targeting options and you should look to include as many demographics as possible to ensure you are reaching the most relevant audience. 


As with all event marketing campaigns, you should refer back to your personas when selecting your target audience for your Spotify ads. You could even try to build on them by exploring their music preferences to increase success on Spotify. Through Google, we were able to use custom intent audiences for one of our largest event clients, which revealed that their users listened to a wide range of music, including EDM. Whilst extremely unexpected, this revelation gave us yet another targeting option for the event ads we were running on their behalf. 


Using Spotify Ad Studio you can forecast an estimate on the impressions you’ll likely receive, which is helpful in terms of planning and justifying ad spend. There are also reporting and insight tools available to you during and after your campaigns go live. You can create draft ads, pause ads and resume ads at the click of a button.


Spotify is great for introducing your brand and events to a cold audience, allowing you to raise brand awareness and start to generate an interest in your event. You can choose from various CTA’s (Calls To Action) such as book now, more info, sign up and buy tickets. You simply need to include your event website or landing page URL and create a companion image which supports your audio ad. 

Want to hear more? Take a look at a recent session held by Carl Winter, Digital Marketing Director, at Event Tech Live below:



MCM have completed Spotify training courses and have experience in running successful campaigns on the platform. We are also members of the Spotify Soundboard, which means we have access to various Beta’s, new product releases and stats. 

If you have questions about how to include Spotify in your event marketing campaigns, or want to see how it could benefit your event ticket sales then please get in touch. You can call us on 01732 368120 or contact us here.