outbrain
Close  

Spotify is testing a ‘skip ad’ feature for free users

/ 11:03 PM August 13, 2018

Image: AFP/Lionel Bonaventure via AFP Relaxnews

Last month in Australia, Spotify quietly rolled out a feature that allows users to skip ads, even for those who don’t pay a subscription.

Spotify, now one of the best-known digital music streaming services, has begun testing a new feature dubbed “Active Media” that will give users the option to skip unwanted ads and continue listening to their music.

ADVERTISEMENT

While it may sound counterintuitive, the company believes there is a lot to be gained from providing this feature. Danielle Lee, Spotify’s global head of partner solutions, in an interview with Ad Age, said that this provides “a more engaging audience to our advertisers,” as they could better match ads to certain demographics, and thus improve the outcome for the brands.

YouTube started to play around with a “skipping ads” feature back in 2010, introducing a countdown timer of five seconds, meaning the user was obliged to watch the start of the clip but could then click to close it. Since then there have been some tweaks to its model, but the general idea still remains the same, suggesting it has been successful.

FEATURED STORIES

It isn’t clear how this would impact Spotify’s premium subscription, which for $9.99 (about P530) affords an ad-free listening experience as well as downloadable music. Presumably, the free version would adopt a YouTube style model that provides advertisers a few seconds to catch the attention of the listener and they would only pay Spotify when someone listens to most, if not all, of the ad.

Active Media will be to ads what Discover Weekly is to music.

Every time a listener clicks to hear a song or stop listening to it, Spotify takes note of their likes and dislikes and then compiles a digital mixtape for that user, exposing its fans to new songs or artists as well as optimizing listening time.

“Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience,” noted Lee.

So far Active Media has only been introduced in Australia but Lee said the company plans to roll it out globally. JB

RELATED STORIES:

Huawei teases ‘real upgrade’ for P20 Pro, Mate 20 Pro gets biggest battery yet

ADVERTISEMENT

LOOK: ID case that doubles as power bank, flash drive goes viral

TOPICS: ads, Australia, music streaming, Spotify, Youtube
Read Next
EDITORS' PICK
MOST READ
Don't miss out on the latest news and information.
View comments

Subscribe to INQUIRER PLUS to get access to The Philippine Daily Inquirer & other 70+ titles, share up to 5 gadgets, listen to the news, download as early as 4am & share articles on social media. Call 896 6000.

For feedback, complaints, or inquiries, contact us.


© Copyright 1997-2020 INQUIRER.net | All Rights Reserved

We use cookies to ensure you get the best experience on our website. By continuing, you are agreeing to our use of cookies. To find out more, please click this link.