SoundCloud introduces Mood Targeting for Ads

New ad targeting service connects advertisers with contextual audience segments as our technology analyzes the audio files themselves, using SoundCloud’s unique AI. Launched in the US at CES, this feature is now available across the EU.

New York, March 4, 2024 – SoundCloud redefines ad targeting with its new Mood Targeting feature. This sophisticated service enhances ad relevance by allowing advertisers to match audio campaigns with a targetable music mood. It draws on research showing a direct link between music’s emotional connection and brand loyalty.

Mood Targeting leverages SoundCloud's AI-powered mood analysis which is data generated based on the mood of tracks. Advertisers can now align their campaigns with these moods, ensuring a harmonious fit between the ad content and the listener's current experience. This alignment increases ad relevance and significantly enhances the listener's experience, making ads feel less intrusive and more in tune with their current state of mind.

Advertisers choose from a combination of 9 moods including Angsty, Celebratory, Chill, Energetic, Focused, Happy, Soothing, Love, and Relaxed. 

"Luxury automotive brands could be looking for a soothing and relaxed feel to match their car and brand aesthetics whereas sportswear brands, looking to capture the attention of GenZ, could focus on energetic and focused moods. The possibilities are exciting," says Principal Product Manager Lukas Pauka. 

While platform and legislation changes around cookies are transforming how advertisers target audiences, Mood Targeting on SoundCloud is an innovative new way to get relevant ads to the right people and future-proof targeting.

The new system enhances targeting for opted-in audiences and offers a privacy-compliant way to target certain music based on the audio fingerprint analysis of the track itself.  What’s unique is that SoundCloud’s mood analysis can work on any given piece of music on the platform.

“Mood Targeting is a unique way to provide ad targeting without looking at personal data. It’s our first step in unlocking SoundCloud's unique service to increase ad relevancy on the platform, ensuring that advertisers reach the right audiences and that our community receives ads that are relevant to them,” says Aron Pettersson, VP of AI and Machine Learning at SoundCloud.

Mood Targeting by SoundCloud, leveraging emotion in music, sets a new standard in digital advertising. It respects listener privacy while forging deeper, trust-based connections between brands and audiences.

Upgrade Your Audio Advertising Strategy with Mood Targeting

• If you are a US advertiser working with our reseller partner SiriusXM Media and want to learn more about Mood Targeting, please click here.
• If you are an EU advertiser working with our reseller partner AdsWizz and want to learn more about Mood Targeting, please click here.
• If you are not working with one of our partners and would like to get in touch with us, please visit the Contact Us page.

About SoundCloud

SoundCloud empowers artists and fans to connect and share through music. Founded in 2007, SoundCloud is an artist-first platform empowering artists to build and grow their careers by providing them with the most progressive tools, services, and resources. With over 375 million tracks from 40 million artists, the future of music is SoundCloud.

SoundCloud's introduction of Mood Targeting marks a significant milestone in digital advertising. By harnessing the power of mood-based music analysis, SoundCloud is not just innovating within its platform but is also setting new standards in the advertising industry. This release represents a key step in SoundCloud's ongoing commitment to enhancing both user experience and advertising effectiveness.