MySpace Music is trying another monetization trick, this time involving 30-second audio spots.
The limited experiment has been happening since December, though the Associated Press recently highlighted a partnership involving TargetSpot. Basically, the spots are slotted ahead of an on-demand stream, and users must listen to the advertisement before the real song begins. Users are then free to listen to a longer playlist.
MySpace Music has a number of other advertising components, including visual ads that interrupt the playback experience to force interaction. The ads require action by blocking access to the player and eventually stopping a playlist, a structure that demands engagement. That helps the advertiser, though most are low-CPM buyers.
The pre-song audio ads bring MySpace Music inline with Spotify and a number of other services. Indeed, the 30-second (or similar) audio spot has been around for more than a decade, though revenues from the format have traditionally been weak.