Spotify introduces video ads on Roku

Audio streaming platform Spotify is introducing video ads on its Roku app. Advertisers who participate in Spotify’s Video Takeover ad experience — seen by users on mobile, tablets and desktops — will now be able to add CTV as an option.

Why we care. The key to digital marketing is being able to reach users on any device. That’s a best practice for user experience, but it also applies to advertisers. The growing ecosystem of apps on Smart TVs makes the bigger screens in the house a hub. Brands that don’t have a presence on this bigger screen via CTV advertising are missing an opportunity as consumer behaviors evolve.

CTV Partner Network. The Roku partnership is an early move in building out Spotify’s CTV Partner Network.

“It’s long been our goal to make Spotify available to anyone on any device, and this partnership with Roku answers the call from advertisers who want even more ways to reach our users,” said Lee Brown, global head of advertising business and platform at Spotify, in a release.

Dig deeper: Roku partners with Shopify to allow purchases direct from TV

Spotify video experiences. The Spotify video app has been available on Roku for over a decade. And while people use Spotify generally to listen to music and podcasts, users also engage with Spotify on their screens to compile playlists, search for content and watch artist clips and video podcasts.

Ads. Spotify’s range of ad products include Sponsored Sessions and visual call-to-action cards. The company has also announced forthcoming video podcast ads.

Spotify has a global audience of over 500 million.