“For brands who don’t think their consumer is going to be engaging, interacting with them through audio, they’re already behind the curve. As you think about the future of voice technology, or the future of interactivity, audio is right on the precipice of being connected, interactive and responsive. That’s the future we see coming and that we are preparing for.”
Lee Brown, head of advertising business & platform at Spotify, speaks to editor Omar Oakes about how the global audio giant hopes to significantly grow its advertising revenue in response to founder Daniel Ek’s “20% challenge”.
Brown had been on a salesperson hiring spree, but then the digital media market slowed down and, like most of the Big Tech giants in recent months, the company began making layoffs. Ek, meanwhile, admitted Spotify had over-invested in podcasts in particular, after acquiring big names such as Joe Rogan and Barack Obama.
Brown speaks candidly about how Spotify has ambitions to build “the world’s #1 audio network”, as well as its strategy around talent, technology and content. He also pulls no punches when it comes to how digital audio should be measured and how it should be traded by media agencies and advertisers.
This interview was recorded at The Future of Audio Europe in London in March 2023. For more on our events, including our upcoming The Future of Brands conference, check out our events portal.
