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The advertising world figured out long ago that consumers are hungry for media, and with that insatiable demand comes expectation for instant gratification. People want their media yesterday, especially music.

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Though music streaming platforms have spiked in popularity, they remain an untapped market for advertisers … aside from the usual digital ads.

Users of the free options are familiar (and maybe annoyed) with advertisements interrupting their favorite tunes. The platforms have provided ways around that, and many users think paying a small monthly fee is worth it to not have to listen to ads.

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It’s time to get more creative when it comes to targeting audio audiences.

Luckily, there is no shortage of users still choosing their free, ad-filled options. Between Spotify, Google Play, Apple Music or Amazon Unlimited, there are a plethora of platforms for consumers to choose from and for advertisers to pitch their products. Currently, 45 million people use the free Spotify service monthly.

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Today, digital audio ads are more popular than ads on AM/FM, which makes it the perfect platform to reach audiences across multiple devices­!

Companies like Coca-Cola offered listeners 30 minutes of ad-free music if they watch their video.

Reebok created their own Spotify playlist called “Reebok FitList” which marketed their brand without many consumers even being aware.

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Following Coca-Cola and Reebok’s lead can be beneficial for a wide range of industries, with the use of incentives and discreet placement.

Targeting consumers by interrupting their music streaming is not the way to capture hearts for your brand. Don’t be afraid get creative with how you tap into the audio audience!