Spotify is continuing to climb up the music streaming mountain, announcing that it is diving into the video business, offering up video advertising products for its over 30 million free users.
The new video ads are split into two sides, the first is a brand partner being able to purchase 15- or 30-second "takeover" ads for desktop users. These ads will only be displayed when the desktop client is open, but if not, a normal audio ad will be played instead. The second ad will be offering up mobile users a 30-second commercial, providing them with 30 minutes of ad-free listening.
Spotify is able to do this with some big sponsors jumping on-board, such as Coca-Cola, Ford, McDonalds, NBC Universal pictures, Target and Wells Fargo. The music streaming outfit is aiming at a specific group of its users, something the company calls its "highly engaged" audience, users who spend an average of 146 minutes per day, or more, listening across multiple devices. The ads will be pushed into six markets for Q4 2014: Germany, France, Spain, Sweden, the US and the UK. Spotify will roll it out globally sometime in 2015.