Spotify AdStudio
Spotify AdStudio
Creating the first AI powered audio ad builder for artists and advertisers
Design Lead | 2020-2021
Team: 1 Product Manager, 1 Engineering Manager, 5 Engineers, 2 Data Science, 1 UX Researcher
Problem
The process for creating an audio campaign for Spotify can be inefficient, overly complex, and expensive.
Most marketers don’t have the expertise or the assets needed to get started using Spotify’s self service ad platform, Ad Studio.
Creative road blocks
The highest number of drop offs occurred when users were asked to build the ad creative in step 3 of the flow
Challenge
Increase activation & retention in Ad Studio by developing an automation tool that makes building ad creatives easy, low-cost, and incredibly fast.
Ad creative elements
A typical Spotify ad creative includes audio, brand imagery, and Spotify UI elements, and sometimes video.
Ad creative barriers to entry
Expertise and access to editing tools are necessary for building a successful campaign
No audio assets
Audio ads are primarily experienced through listening alone, but specific image sizes and types are required
Wrong visual assets
Only free members hear ads on Spotify, and most marketers on the platform pay for premium
Lack of expertise
What if there were no barriers?
What if we could automate the process without removing any of the creative control?
Ads are created instantly by using the metadata attached to the track or episode URI
No audio assets?
Users can trust that Spotify is the expert in what works for audio experiences and advertising
Wrong visual assets?
Users can trust that Spotify is the expert in what works for audio experiences and advertising
Lack of expertise?
An early prototype
Scripts crafted with AI
Research
I don’t believe there’s ever a truly typical design process but this project wouldn’t have been successful without extensive research, testing, and cross functional collaboration.
Mapping the system
