Audience goals for display campaigns

Display campaigns are designed to help artists and their teams turn listeners into loyal fans by achieving one of three audience goals:

• Grow audience
• Deepen fan engagement
• Reactivate listeners

Grow audience

Share your music with listeners who haven't fully discovered you.

Campaigns with this goal target your programmed listeners and/or potential listeners.

• Programmed listeners: Listeners who've only streamed your music from programmed sources. This includes places like editorial playlists, playlists made by other listeners, sets from AI DJ, and personalized playlists like Discovery Weekly, Radio, and Autoplay. They haven't streamed your music from active sources in at least 2 years.
• Potential listeners: People who haven’t listened to you in at least 2 years, but whose listening habits suggest they may be interested in your promoted release.
  Note: For collaboration releases, you can now target your Collaborator’s Audience — a new segment to reach listeners of the other main artist(s) on the release who aren’t already in your audience.

Deepen fan engagement

Deepen fandom and engagement with existing fans.

Campaigns with this goal target your monthly active listeners - listeners who've intentionally streamed your music in the past 28 days from active sources, including your artist profile, your release pages, or their own library and playlists.

You can choose to target all of your monthly active listeners, or a specific segment of them:

• Super listeners: Your most dedicated monthly active listeners who intentionally streamed your music 15 or more times in the last 28 days. They’re also the most likely to keep streaming your music.
• Moderate listeners: Monthly active listeners who intentionally streamed your music 3 to 14 times in the last 28 days, and could still develop into super listeners.
• Light listeners: Monthly active listeners who intentionally streamed your music 1 to 2 times in the last 28 days, and could develop into moderate listeners.

These three segments help create a fan funnel. Campaigns can guide listeners deeper into the funnel by encouraging active streams.

Reactivate listeners

Re-engage listeners who haven't heard your music in a while.

Campaigns with this goal target your previously active listeners - listeners who used to be part of your monthly active listeners but haven’t intentionally streamed your music in the last 28 days.

Changing your targeted segments

We pre-select the audience segments that will help you achieve your goal, but you can choose to add or remove segments.

We'll include the audiences of all main artists on your release.

You may not be able to target every segment if we predict you won’t reach enough listeners to spend your minimum campaign budget.

Note: You can’t choose individual listeners to target.

Restrictions

To make your targeting more effective, we’ve designed it to:

• Exclude listeners who’ve already intentionally streamed your release in the last 21 days
• Give listeners only one Marquee per release
• Give listeners only one Showcase per campaign

Campaigns promoting singles only reach Premium listeners, since only Premium listeners can pick individual tracks.

Premium listeners can choose not to see campaigns, but our data shows they find them relevant and listen to the releases promoted.