Spotify to offer 30 minutes non-stop music to watch video ads

8 Sep 2014

Music-streaming service Spotify is dipping its toe into video marketing by offering companies the option to either sponsor a ‘session’ or interject between groups of songs.

Those familiar with the free version of Spotify will know that after listening to a particular number of songs, voice-only advertising will kick in before continuing on with the playlist.

But now, according to Engadget, this will soon be expanded to include video messages that will take over the user’s screen that Spotify describes in its promotional video as a chance to ‘surround your audience’.

Coming in two options, the first will mirror Spotify’s previous audio-only strategy, where a series of adverts for the signed-up company will interrupt a playlist across both desktop and mobile.

The second option is new to Spotify, with companies having the option to be a part of a ‘sponsored session’ group, where users can opt into the chance to listen to 30 minutes of uninterrupted music in exchange for viewing two videos at the beginning and end of the session.

The length of the ads are believed to be either 15 seconds or 30 seconds long, with some of the world’s largest brands, including Coca-Cola and McDonald’s, already signed up.

The feature is due to be launched online towards the end of this year in the US, with other nations with access to Spotify due to see the feature early next year.

Spotify mobile image via Shutterstock

Colm Gorey was a senior journalist with Silicon Republic