The moves comes nearly four years after rival Spotify started selling sponsorship on its own playlists back in May 2016.
The news also follows Deezer’s appointment of Emilie Proyart as its new Vice President of Advertising Sales in October 2020.
Deezer says that playlist sponsorship is available worldwide via its in-house ad-sales division, Deezer Brand Solutions, and will allow brands to “reach millions of its free subscribers”.
The exact number of the free subscribers using Deezer isn’t publicly available. The company reports to have 16 million monthly active users globally.
Advertisers’ chosen playlists will feature a large image of the company across the header, along with a link to their website and dedicated audio adverts.
Brands can choose from over 5,000 playlists curated by Deezer’s editors, but they won’t be able to sponsor the service’s personalized algorithmic playlists.
Rival Spotify started to allow brands to sponsor the personalized Discover Weekly playlist on its free service in January 2019.
Headphone and speaker brand Marshall has been named as one of Deezer’s first playlist sponsors, with the company taking over the Poptop and Pop All Stars playlists, which have 317,690 followers and 475,054 followers, respectively.
In addition, Proyart states that Deezer is “already working with brands in France, Turkey and Egypt”.
“The ability to sponsor our curated editorial playlists opens up new opportunities for brands to connect to relevant and engaged audiences.”
Emilie Proyart, Deezer
Emilie Proyart, VP of Advertising Sales at Deezer, said: “The ability to sponsor our curated editorial playlists opens up new opportunities for brands to connect to relevant and engaged audiences.
“Deezer’s playlists are curated by our expert editors and the sponsorship option provides brands with the opportunity to stay close to the music with complementary visual and audio ads.
“We are already working with brands in France, Turkey and Egypt, and look forward to offering this solution to more companies around the world.”Music Business Worldwide