News 5 Min Read

Spotify’s Ad Skip Test, Google’s Data, & More Marketing News

Written by Tim Edmundson

If you’re like me, you didn’t last long on Spotify’s ad supported, free service. Don’t get me wrong, Spotify is a great way to listen to music, and the ads aren’t particularly bothersome either. Some are actually entertaining.

But there was one brand that really irked me. I’m positive their ads are designed to annoy, though they would deny it. I gave up free music and opted to pay $9.99 a month to escape them. That brand? Spotify itself. Their ads promoting the paid, ad-free version bothered me enough to make their subscription fee an absolute bargain. Well played, Spotify. Well played. You annoyed me into becoming a loyal, paying customer.

But there’s news this week that Spotify’s advertising reign of terror may be coming to an end. The music streaming giant has launched a test that will allow users to skip any ad, as often as they want. The idea is that it will not only promote a positive user experience, but also inform Spotify of what their listeners actually like to engage with. It’s an interesting way of researching their audience’s likes and dislikes, and it will be interesting to see what sort of results it yields.

Aside from Spotify’s unique approach to ad research, there’s plenty more going on in the world of marketing. Let’s take a look at who and what is making waves this week in marketing news.


Digital Marketing News

AP: Google Collects Location Data When ‘Location History’ is Turned Off
Google’s information gathering practices may put it in hot water with transparency advocates.

The United States Finally Starts to Talk About Data Privacy Legislation
Could GDPR-like legislation make its way to the US? It seems ever more likely.

AI and IA: How Artificially Intelligent Automation is Driving Scalable Marketing
AI is everywhere these days, including marketing automation — but what does that mean for advertisers?

Amazon is Testing Video Ads in Mobile Search Results
Not content with dominating ecommerce, Amazon is looking for new ways to grab an ever larger share of the advertising business.

How Tech Publisher Future is Getting 95 Percent of its Audience to Consent to Ad Tracking
Thanks to tweaks, edits, and messaging in its user interface, the tech publisher has exceeded the industry standard 70-80% consent rate.

The NYT Bought Fake Youtube Views for an Investigation (and it was super easy)
Maybe putting stock in view counts on you Youtube isn’t all it’s cracked up to be.

Spotify Tests Letting Listeners Skip Any Ads They Want, As Much as They Want
Unlimited ad skipping means Spotify users will be able to hear or watch the ads they want, informing the streaming giant about their preferences.


Social Marketing News

Shoppable Instagram Posts: How Marketers Get Creative With Influencer Marketing
Smart marketers are leveraging Instagram to drive conversions, taking advantage of users’ new behavior when it comes to shopping.

Facebook Launches Playable Ads, Tests Retention Optimization for App Advertising
Good news for app marketers: they’ll soon have the option of using minimum ROAS bidding.

Snapchat Opens Shoppable AR to Top Creators
Snap extended its shoppable AR feature to let more creators make direct sales in the app.

Instagram’s Sponsored Posts Increase 44%
Fashion, beauty, and food & drink led the way, accounting for nearly 60% of global sponsored content production.

Organic Reach for Facebook Influencer Content Drops 23%, Analysis Finds
The research examined 50 different influencer campaigns across a variety of categories.


Mobile Marketing News

Smartphone Shipments Down Globally, Huawei Pushes Apple to #3 Position
Earlier discussions around peak smartphone ownership may prove to be true.

Google Will Remove Blanket Exclusion from Mobile App Ads
Starting next month, Google will no longer allow advertisers to exclude mobile, and will start serving ads to mobile apps.


We’ll Keep You Up to Date

That’s it for the roundup this week, we’ll be back with another list of what’s making news in marketing.