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Spotify Video Ads Launch

Spotify Video Ads Launch

B2B Go-to-Market Case Study

Product Marketing Alliance

February 12, 2020

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  1. Spotify Video Ads Launch B2B Go-to-Market case study Susan “Spark”

    Park Head of Gaming Ads, Product Marketing at Facebook
  2. 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
  3. 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?
  4. 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
  5. 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?
  6. 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
  7. Q&A