Spotify has reportedly rolled out a new kind of ad to grab user attention in the United States. The messages involved apparently encourage the user to give a voice command in order to navigate to relevant sponsored content. These ads are scarce at present, but could conceivably become more common should Spotify find them successful.
https://www.notebookcheck.net/Spotify-reportedly-pilots-a-new-kind-of-in-app-ad-in-the-US.420153.0.html