Video is coming to Spotify, but you won't see Nicki Minaj twerking on the streaming music service, at least for now.
The Sweden-based streaming music service on Monday launched two forms of video advertising that will start showing up for its 30 million users who listen to music without paying a $10 a month premium subscription.
The two new ad types are "sponsored sessions" on mobile, in which brands can sponsor 30 minutes of ad-free music listening for nonpaying users if those listeners choose to watch a 15- or 30-second commercial, and "video takeover" ads, which are 15- or 30-second spots similar to the desktop interruptions that nonpaying users are used to -- only now with video.
Spotify said that its audience for these ads is"highly engaged," spending an average 146 minutes a day listening across multiple devices. Advertisers at launch include Coca-Cola, Ford, McDonald's, NBC Universal Pictures, Kraft/Mondelez, Nike, Sprint, Target and Wells Fargo. In a release, Coca-Cola executive said the video units create new ways to leverage Spotify's data and intelligence, indicating they'll be targeted.