Making Science

Spotify debuts Wrapped dedicated to advertisers

Tyrone Stewart


Spotify has built on the generally positive response to its 2020 Wrapped campaign by launching a version of the experience specifically for the advertising community.

Spotify 2020 Wrapped for Advertisers, developed alongside Huge, highlights the music streaming platform’s first-party data and insights about the listening behaviours of its 320m users. Advertisers are able to use the experience delve into the music that their target audiences listen to and use this information to their advantage in future campaigns.

Spotify is also providing ‘best practices’ about how advertisers can use audio to best reach their target audiences throughout the Wrapped experience.

“There’s no doubt that audio streaming habits, like most others, have shifted during the pandemic. At Spotify we are in a unique position as we see shifts in culture play out on the platform – whether that is what people are listening to or how they are listening,” said Rak Patel, Head of Sales UK and Pan-EMEA at Spotify. “Wrapped is a flagship moment for the brand and this year we saw an opportunity to share the insights we have access to with advertisers through a dedicated digital experience, so that we can support their strategic decision making going into 2021. Despite there being lots of uncertainty at the moment, Spotify’s audience continues to grow and consumption is on the rise, making it a reliable place for advertisers to reach audiences where they are.”