Mood-based ads with your Metallica?

Spotify, the free music streaming service, is to launch mood-targeted advertising, according to reports.

Spotify already employs demographic targeting for its display and audio ads, and has now accounced it will be introducing the new mood-targeting within the year. It is also available as a premium service without ads.

“If you're a brand that needs to reach people in a relaxed mindset – perhaps they're listening to Ibiza chill-out or Mozart – we know that 15-24 is in that mindset and therefore you can serve the right brand to them,” explains UK Sales Director Jon Mitchell.

Not that all Mozart is relaxing of course, so hopefully Spotify will be narrowing down its categorisation for this mood-targeting not just by artist but also by tracks.

- Sam