How Spotify is rethinking audio

Chiara Manco

Spotify, the audio streaming service, is developing tools and initiatives allowing marketers to profit from the opportunities offered by audio today.

"Not all audio is radio." Marco Bertozzi, vice president sales Europe, Spotify, stressed the point at the IAB Europe Interact conference (Milan, May 2018). "I speak to advertisers all the time," he said, "and they say 'We don’t do radio' or 'We are a very visual brand'. "But audio today is much more than radio and, in Bertozzi's words, "it provides a huge opportunity to differentiate from the competition."

Opportunities and advantages

Such opportunity stems first of all from audio's ever-growing presence in people's lives. "People are listening all the time," said Bertozzi, "on a variety of devices and for...

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