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Spotify Bows First Video Ads, with ‘Takeover’ Spots from Universal and Others

Spotify has found a new way to interrupt your streaming-music playlist.

The service unveiled its first video-ad products — for both desktops and mobile devices — with worldwide launch partners NBCUniversal’s Universal Pictures, Coca-Cola, Ford and McDonald’s. The video ads will be served to the 30-plus million users of Spotify’s free service (subscribers of the premium versions will not see the spots). In the U.S., Spotify video-ad launch partners are Kraft Foods, Target and Wells Fargo.

“We like to be the first to try new products and Spotify Video Ads provide a great new way to connect with this valuable audience on desktop and mobile,” said Lindsay Dye, director of digital media for Universal.

The two formats are: Video Takeover ads, which appear in the desktop Spotify app during regular ad breaks and are only played if the client is in view; and Sponsored Sessions, which lets marketers play 15- and 30-second spots within 30-minute ad-free mobile sessions.

According to Spotify, users spend an average of 84 minutes per user per day on the service streaming. Among those who use the service across multiple devices, the average is 146 minutes daily. “Our audience is incredibly engaged so we are delivering an advertising experience that enhances their time spent on Spotify and connects them to the music and brands they love,” Spotify chief biz offer Jeff Levick said in a statement.

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Watch Spotify’s promotional video touting the new video ads:

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