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Spotify Video Ads Launch
B2B Go-to-Market case study
Susan “Spark” Park
Head of Gaming Ads, Product Marketing at Facebook
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Agenda
Context
Approach
Results
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Vision for Spotify Ads in 2016
- Be a top Global Ads Platform driving strong revenue growth and
value for Spotify
- Drive a consumer-first experience that would create
incremental revenue for Spotify
- Exponentially grow revenue for Spotify Ads via the free tier to
take advantage of the high user growth
- Tap into the exploding and lucrative market of of digital mobile
advertising, to diversify our ads revenue
- Future-proof our sales teams to be able to adequately service
and sell our suite of solutions to our agency and heavy-brand
marketing customer base
- Annual revenue goal: $100M
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What should we build?
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Approach
Write your press release
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The Launch Challenges
Innovative formats for an inventory reservable product
- How do we price a brand new format with no backlog of
inventory?
- How do we sell these and not under-deliver on the format?
- How do we forecast for revenue on a format that is initiated by a
user choice?
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The new approach
- Limit the launch to high inventory markets
- Package/bundle reserve launch and create a premium “sell-out”
mentality
- Build an additional ad unit on desktop and tablet to complement
the mobile video experience
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The Launch Go-To-Market challenges
- How do get the ad industry to treat us like a destination for video
ads as a music platform?
- How do we get it done with one Ads Product Marketing Manager
(me) and my boss and 100+ sales team across 12 offices?
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Network effects are the key to success
Internal resources;
- A top Business Marketing Brand minds, including a strong content
marketing team
- Learning and development team
- Ads Research and Effectiveness team
Contracted resources
- Content team to build the training modules across the industry
- Sales collateral and narrative built by an expert in B2B keynotes
- GTM project management
External resources:
- Client advisory boards
- PM and PMMs Network
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The Results
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Q&A