Spotify expands advertising push with visual formats and new campaign tools

Spotify has introduced new advertising formats and campaign tools as it broadens its monetization strategy beyond audio, following a rise in user engagement across its platform.

The company unveiled a new interactive carousel ad format, currently in testing, which allows advertisers to display swipeable cards within the “Now Playing” interface. Each carousel can include up to six panels featuring images, links, and pricing details, offering brands a more visual and interactive way to reach listeners during active sessions.

In parallel, Spotify has updated its Sponsored Playlists offering, enabling advertisers to secure full share of voice within selected high-traffic playlists. The revised format provides exclusive brand presence alongside more prominent visual placements, marking a shift toward integrating advertising more directly into curated listening environments.

Alongside the new formats, Spotify is rolling out additional tools within its Ads Manager platform. These include automated bidding, which uses machine learning to adjust bids in real time based on market conditions, and split testing capabilities that allow advertisers to compare different creative variations and measure performance across key metrics such as click-through rates, completion rates, and cost efficiency.

The updates come as Spotify reports increased user engagement, particularly among ad-supported listeners. The company indicated that time spent on its platform has grown by 26% year over year since updates to its free mobile experience in 2025, while focused listening time has also increased. This has coincided with improvements in advertising performance, including higher engagement rates for audio and video formats.

Spotify is positioning these developments within a broader shift toward multi-format consumption, as users increasingly engage with video podcasts, playlists, and interactive features alongside traditional audio streaming. The company’s latest research suggests that audiences remain highly attentive during listening sessions, with many users pausing other activities while streaming content.