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Joost appreciates this increased velocity of testing from Optimize 360. “This experiment has changed how Spotify can be more locally relevant across all markets.” “If we’d run this experiment without Optimize 360, it would have taken us much longer and it might never be prioritized,” says Maxime. The ability to set up tests quickly and easily proved to be a difference maker. And that custom page increased premium subscriptions by 24%. Users who saw the custom page for audiobooks were more likely to purchase a Spotify premium subscription. The result of Spotify’s experiment far exceeded expectations. When users in Germany searched for “audiobook” and clicked on one of Spotify’s ads, they were either brought to the custom page (test group) or to the original page (control group). The team created a custom landing page dedicated to audiobooks, then targeted the keyword "audiobook" from an Ads campaign that was focused on Germany. The team used the Optimize 360 integration with Ads to create an experiment to improve the effectiveness of its Ads campaigns for the German market, with the goal of increasing premium subscriptions. “Our goal was to show interested users that we have a wide selection of audiobooks, and the experience of listening to them on Spotify is even better when subscribing to premium,” says Maxime Nivet, Spotify’s subscription specialist for the European market. In their research, the team discovered that the most streamed type of content in Germany is, surprisingly, not songs but audiobooks. For example, Spotify could create a specific landing page for users who had searched for and clicked on a Spotify ad for “music streaming subscription.” This integration allowed Spotify to deliver a custom landing page to users who had reached its site through one of its Ads campaigns. Optimize 360 has several advanced capabilities that benefited Spotify, but one in particular, an integration between Optimize 360 and Google Ads, was especially valuable for the company. “Optimize 360 offered us direct integration with Analytics 360, so it’s extremely easy to use and see the test results,” says Joost. So the company turned to another product in the Google family, Google Optimize 360. Fortunately, Spotify was already using Google Analytics 360 as its digital analytics solution. Spotify will of course be sure to take a cut, the same way it takes a cut from ticket sales to shows on the platform.Spotify needed a tool to create custom experiences for each market, without depending on R&D resources. Ek plans to let artists charge fans for exclusive content, early access and interactive experiences, much like the popular subscription service OnlyFans. In line with the drive to become the go-to place for digital sound however, Forbes reports that Ek has plans to revolutionise Spotify yet again by looking at their competitors in the content creation space. It shows us moves we should be making and things we’re not doing right.” He told Forbes, “It gives us unbelievable insight and advantage.
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The Spotify advertising system extensively uses user data to help advertisers reach the maximum number of people possible, leading to Simmons praising the service for the tangible success the network has seen under Spotify.
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Additionally, the platform is now providing tools for creators and artists to expand, evident in the February rollout of Spotify’s own advertising system. News, storytelling, live talks, audiobooks and education are just some of the initiatives Spotify has rolled out in the past year in its push to dominate the digital space. To that end, Spotify has goals of being a one-stop destination for all things digital sound – the equivalent of what TikTok, YouTube and Instagram are for photo and video.