Spotify free users in Australia can skip as many ads as they like thanks to a recently launched experiment in the country. But will Spotify's hypothesis & # 39; seem?
For months, Spotify has flirted with the term full-fledged ads. Now the streaming giant is actively testing the idea in Australia and monitoring the results.
According to AdAge, Spotify has used Australia as guinea pigs to experiment with the new idea. Apparently, this experiment has been running since last month, but we are not sure of any results yet.
A possible result is that users will actually listen to the ads they care about, thus creating a better audience for advertisers. Or at least that's the idea.
"Our hypothesis is that we can use this to tense our streaming intelligence and deliver a more personal experience and a more engaging audience to our advertisers. This will improve the performance we can deliver for brands," Daniel Lee, Spotify's global Head of Partner Solutions told the publication.
"As we create these personal experiences like Discover Weekly and the magic that brings to our consumers, we want to inject this concept into the advertising experience."
Spotify has promised to repay advertisers for any ads that are jumped over.
According to Spotify's latest financial disclosure, advertisers listened 1
An obvious problem with the plan is simple laziness.
Already data indicate that freebie users care less about music and are far less engaged than paying fans. So it's quite likely that the same users simply do not have the motivation to skip an unwanted advertisement, much less engage with a more interesting one.
In many cases, it's less convenient to skip an ad than just endure it, especially while multi-tasking. Anything that makes it difficult to conclude that a free user likes an advertiser, only one ad was not skipped.