What are multi-format ad sets?

Multi-format ad sets in Spotify Ads Manager let you combine audio, video, and display ads in a single ad set with one shared budget. Spotify dynamically allocates spend across the formats you provide toward impressions that support your campaign objective. You can use any combination of two or more eligible formats - you don’t need to provide all three.

Benefits of multi-format ad sets include:

• Less manual work: Simplify setup and campaign management by bringing multiple formats together in one ad set and under one budget.

• Flexible spend: Give Spotify the flexibility to allocate spend across formats as available opportunities change, toward impressions that help drive your campaign objective.

• Cross-format frequency management: Spotify manages frequency across formats to help manage your audience’s exposure.

On average, multi-format ad sets delivered approximately 50% lower cost per click and 2x higher click-through rates than audio-only ad sets¹

Multi-format ad sets are available globally for Spotify Ads Manager Auction campaigns.

Eligible Objectives and Formats for multi-format ad sets

Multi-format ad sets are available across most Spotify Ads Manager objectives and delivery goals.

The Video Views objective does not support multi-format ad sets because it supports video only.

Evaluate the Performance of Multi-Format Ad Sets

Evaluate performance at the ad-set level

When evaluating a multi-format ad set, focus first on the primary KPI associated with your campaign objective and the performance of the ad set as a whole, rather than evaluating whether each individual format received the same amount of delivery.

For example, if your campaign is optimized toward Clicks, evaluate whether the multi-format ad set is achieving your click-related performance goals rather than expecting audio, video, and display to each receive an equal share of spend.

Format-level reporting can still help you understand how each format contributed to delivery, but uneven format allocation is an expected part of how multi-format ad sets work.

Multi-format ad sets FAQs

Do I have to run audio, video, and display?

No. A multi-format ad set requires at least two formats. You can combine audio and display, audio and video, display and video, or all three.

Can I still create a single-format ad set?

Yes. If you want to run only one format, you can continue creating single-format ad sets in Spotify Ads Manager.

Can I control how much budget goes to each format?

No. Multi-format ad sets use one shared budget, and advertisers cannot set budget weights for individual formats.

If you need to dedicate a specific amount of spend to audio, video, or display, create separate single-format ad sets instead.

Will every format in my ad set deliver?

Not necessarily. Multi-format ad sets aim to deliver toward impressions that support your campaign objective. The mix of delivery across formats can vary based on factors including available inventory, your ad set parameters, and market dynamics.

If controlling delivery or budget by format is important to your campaign strategy, consider using separate single-format ad sets.

Do all formats use the same targeting?

Yes. Targeting is set at the ad-set level and is shared across all formats within a multi-format ad set.

If you need different audiences, schedules, bids, frequency settings, or other ad-set-level controls by format, use separate ad sets.

Can I see performance by format?

Yes. Format-level reporting is available in Reports Manager in Spotify Ads Manager. Placement-level reporting is also available for video.

^{1Spotify internal analysis, Jul–Sep 2026. Reflects blended performance across audio, video, and display formats within a single ad set.}