Spotify Marquee Ads: Full-Screen Release Promotion

Spotify Marquee ads display full-screen recommendations for new releases, reaching both free and premium listeners when they open the Spotify app. This promotional format operates differently from traditional Spotify advertising, using a cost-per-click model and requiring artist eligibility verification before access.

What Spotify Marquee Is

Spotify Marquee functions as a release promotion tool rather than a general advertising format. The product displays a full-screen visual featuring new release artwork and a play button, appearing when targeted listeners open the Spotify mobile app. Unlike Ad Studio’s audio ads that play between songs, Marquee presents visual recommendations at app open moments.

The format reaches both free and premium Spotify users, a significant distinction from Ad Studio audio ads that only reach the free tier. This expanded audience access makes Marquee valuable for reaching committed streaming listeners who pay for premium subscriptions.

Marquee campaigns promote new releases specifically, with eligibility tied to release timing. The product cannot promote catalog tracks or general artist awareness. This focus on recent releases positions Marquee as a launch amplification tool rather than an ongoing promotional channel.

How Spotify Marquee Works

Marquee campaigns target listeners based on their existing relationship with the artist, using categories like previous listeners, followers, and users who have shown interest through saves or playlist adds. This targeting focuses on re-engaging existing audience segments rather than reaching entirely new listeners.

The cost-per-click pricing model charges advertisers when listeners tap through on the Marquee display, rather than charging for impressions alone. This creates direct action-based costs, typically ranging from $0.40 to $0.60 per click depending on market and competition factors.

Campaign budgets start at lower thresholds than Ad Studio in some markets, with minimums around $100 reported for certain regions. However, effective campaigns often require larger budgets to achieve meaningful reach within targeted audience segments.

Eligibility requirements limit Marquee access to artists meeting specific criteria, including release history and listener thresholds. Distribution through certain partners may affect access, with not all distributors providing Marquee eligibility to their artists. The Spotify for Artists dashboard indicates whether Marquee access exists for a given artist account.

Key Considerations

• Premium user reach distinguishes Marquee from Ad Studio, accessing the most engaged streaming subscribers

• Release timing windows limit when campaigns can run, typically within a few weeks of initial release date

• Re-engagement focus means Marquee amplifies existing audience relationships rather than building new ones from scratch

• Cost-per-click pricing provides predictable action costs but does not guarantee subsequent streams or saves

• Eligibility requirements exclude newer artists or those below listener thresholds from accessing the format

• Dashboard reporting shows click-through rates and subsequent listening behavior within attribution windows

Common Questions

How does Marquee differ from Spotify Ad Studio

Marquee and Ad Studio serve different promotional purposes with distinct mechanics. Ad Studio places audio or video ads during listening sessions, interrupting the music experience to deliver promotional messages to free users. Marquee displays visual recommendations at app open moments, reaching both free and premium users with release-focused promotion.

The pricing models differ fundamentally, with Ad Studio using CPM-based impression charges while Marquee uses CPC action-based pricing. This makes cost comparison complex, as the metrics measure different engagement stages. Ad Studio campaigns can run for any artist with $250 minimum budget, while Marquee requires eligibility verification and focuses exclusively on new releases.

What results should musicians expect from Marquee campaigns

Marquee campaign results vary based on release quality, existing audience size, and targeting configuration. The format typically generates streams and saves from users who already have some relationship with the artist, amplifying interest among the most likely listeners rather than converting completely new audiences.

Attribution reporting shows what percentage of users who saw Marquee subsequently streamed the release, with intent rates indicating listener interest levels. Strong campaigns may see double-digit conversion from click to stream, though results depend heavily on whether the release resonates with the targeted audience segment. Marquee works best as part of broader release campaigns rather than a standalone promotion solution.

Summary

Spotify Marquee ads provide full-screen new release promotion reaching both free and premium listeners at app open moments. The cost-per-click model and eligibility requirements distinguish Marquee from Ad Studio’s broader advertising access. Musicians meeting eligibility criteria can use Marquee to amplify release awareness among existing audience segments, with results depending on release quality and audience relationship strength.