In this talk, Hollie will explore whether Spotify is a smart upper-funnel investment or simply expensive noise for advertisers.

She will break down how paid audio actually works, from Spotify’s broad targeting options to the role of voice and storytelling in shaping who hears and engages with your ads. Using real campaign insights, she will compare audio performance with channels like CTV and video.

Attendees will leave with a simple framework for deciding when Spotify deserves a place in their media mix.