Spotify redefines their free user experience with the launch of ‘Active Media’ for Australian users

This is a bit of an interesting one. From today, Spotify have announced the premiere of their ‘Active Media’ experience (for audio and video), on offer to all users of the free ad-sponsored platform of the site. If you find your vibe is interrupted by ads a little too much, this experience will give you the option of whether you want to listen or watch an ad at all.

There’s got to be some kind of catch though, right? Well apparently, the Active Audio and Active Video has been engineered to provide the user with an optimal listening and viewing experience. The advertiser will only pay if a user listens or watches their ad to completion in each break.

“At Spotify, we’re committed to delivering the best possible free user experience,” Andrea Ingham, Spotify AUNZ’s Head of Sales, explains. “Active Media is a win-win for listeners and advertisers; listeners benefit from an improved experience, allowing them to choose which ads they want to engage with, and in turn, we can offer advertisers better cut through and ROI.”

You’ll begin to notice the change; with targeted audio and video ads coming your way and Spotify will be able to learn more about how to personalise the listener’s exprience as a result.