Video is making its way into Spotify – but not in the way you might have thought.

The music service has introduced 30-second video ads that offer users 30 minutes of uninterrupted listening.

 

'Branded moments' are vertical videos and play when users click into playlists related to chill time, workout, party, dinner, focus and sleep.

 

Bacardi, Gatorade, and Bose are some of the first companies to get involved. Bacardi is targeting party listeners, while Bose is using chill time to endear itself to Spotify users.

The video ads require an extra layer of creativity because companies won't know if users are looking at their screens or even have the volume turned up.

 

Brands can then continue their push with display ads on a user's screen as they scroll through their playlists.

 

With over 70 million users on the free tier, Spotify's bottom line could receive a big boost if branded moments catch on with listeners and marketers alike.