Tech Desk 
Jun 14, 2024
Spotify has expanded its presence in the advertising space with the introduction of its in-house creative agency, Creative Lab, aimed at assisting companies in developing customised marketing campaigns. This move underscores Spotify's efforts to attract more advertisers to its platform.
The launch of Creative Lab is expected to be particularly appealing to marketers seeking to reach Spotify’s extensive audience of 615 million listeners. Additionally, Spotify is developing a new AI tool called "Quick Audio," enabling brands to generate scripts and voiceovers using generative AI technology.
According to a company spokesperson, this tool will soon be integrated into Spotify Ads Managers. Previously, Spotify executives expressed interest in leveraging AI to create host-read ads for podcasters. Brands partnering with Creative Lab can create various ad formats, including video and audio ads, in-app digital experiences, and interactive formats like call-to-action (CTA) cards.
The spokesperson emphasised that each campaign managed by Creative Lab is tailored to meet the specific needs of each brand and business.
As an example, Rockstar Energy Drink collaborated with Spotify to launch a "Press Play" live-streamed concert series within the music streaming app, featuring artists like British rapper Stormzy.
