2018/09/16: Nothing says more about someone than the music they listen to and their porn habits. This is certainly ingrained in the streaming service’s business model.
Over the past few years, Spotify has been ramping up its data analytic capabilities in a bid to help marketers target consumers with adverts tailored to the mood they’re in. They deduce this from the sort of music you’re listening to, coupled with where and when you’re listening to it, along with third-party data that might be available.
Spotify is far from the only platform helping brands target people according to their emotions; real-time mood-based marketing is a growing trend and one we all ought to be cognisant of. In 2016, eBay launched a mood marketing tool, for example. And last year, Facebook told advertisers that it could identify when teenagers felt “insecure” and “worthless” or needed “a confidence boost”. This was just a few years after Facebook faced a backlash for running experiments to see if it could manipulate the mood of its users.
You can see where this could go, can’t you? As ad targeting gets ever more sophisticated, marketers will have the ability to target our emotions in potentially exploitative ways. You are more likely to spend more on a product if you’re feeling sad.