Behavioral marketing is a powerful tool to understand as it directly relates to what a consumer is interested in. With that in mind, it's only natural brands would fall head over heels for Spotify's latest venture: Playlist Targeting. By tapping into first-party data to allow brands to track listeners across devices, Playlist Targeting will help them target consumers based on activity and mood and music tastes.
Through such behavioral marketing through audience segmentation, Spotify recognizes the power of direct contact with listeners. Brian Benedik, vice president of North America Advertising and Partnerships for Spotify, says, "That’s one of the big opportunities for Playlist Targeting; the notion of behavior targeting has been around for the last five to 10 years, but I think we’re taking behavioral targeting to level two now by being able to message to our users that are in the moment."
Targeted Streaming Playlists
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