Spotify's new mobile ad format guarantees viewability

Spotify has this week announced its new Overlay advertising system, which will introduce 'welcome back' ads that greet users upon launching the mobile app. This platform is already in use on the desktop version of Spotify, and guarantees advertisers '100% viewability'.

Spotify has brought its ‘welcome back’ ads, which greet returning users, to the mobile sphere.

Since the ads are immediately served up to users upon return, Spotify says that they guarantee advertisers “100 per cent viewability.”

The ‘Overlay Mobile’ ads are an extension of Spotify’s ‘Billboard’ desktop ads, which are essentially large display ads that appear in the center of a user’s screen once they return from a period of inactivity.

On mobile, returning users will see a full-screen takeover ad that will remain there until they hit the dismiss button or swipe it away.

The move comes as more and more people use their mobile devices to listen to music. Of the company’s 70 million users, 65 per cent of streams are now on mobile devices, according to Adweek.