The Spotify Ads team needed a smarter, efficient way to target dynamic sales opportunities in real time. There was also clear need for polished, on-demand infographics to support sales team proposals. Spotify Advertising partnered with Council to create a first of its kind podcast sales tool, with its own custom metrics, designed to visualize valuable audience data for both podcast and playlist listeners in real-time.
On the surface the tool is simple, improving workflow and time management for busy sales teams when searching for playlists and podcasts that fit within client audience requirements. Internal sales teams use this tool to uncover critical insights and craft compelling data visualizations when pitching sponsorship opportunities. The tool details listener demographics—who they are, when they listened, and how they listened — that enable brands to create ads that will resonate with their specific target audience.
This tool became instrumental for Spotify ad specialists to uncover meaningful audience insights and ensure that advertisers can reach the right listeners in the proper listening context.
Client
Spotify Advertising
Agency
Council
Role
Design Director, Co-Designer
The tool automatically pulls content and analytics from the specific playlist or podcast and visualizes it. Analysts can reorganize and adjust the data sets’ hierarchy to better support the narrative of their specific pitch, select color themes, and edit or update album art or descriptions pulled in from Spotify API.
Once they’ve got the infographic where they want it, they can export the visual to incorporate into their pitch deck and save it in their account for easy access.
