Spotify is a platform oft-underused by advertisers. Many tend to believe that the majority of listeners use Spotify Premium, (paid service without ads), however the statistics paint a different picture. In reality, 60% of users in Quebec, opt for the free version, funded by advertisers, meaning there is plenty of publicity opportunity.
On average, Spotify users spend 2.5 hours a day listening to audio. In Quebec, the app accounts for 2,065,000 unique users of which 90% are French speakers and 43% are between 18 and 34.
Spotify definitely has plenty of advertising opportunities. It’s an excellent platform to generate considerable impact, thanks to its variety of formats, and its ability to reach an extraordinary first-party audience in a relaxed and intimate environment.
IMPACTFUL FORMATS
Spotify offers a myriad of advertising formats on the free version of their platform, or live with a representative:
- Video / Audio takeover : takeovers are broadcast at the beginning of or between the songs chosen by the listener.
- Leaderboard : The IAB standard ad display format. The banner is displayed on the app for 30 seconds.
- Homepage Takeover : This format attracts attention quickly thanks to its size and placement. It can be seen for a period of 24 hours at the top of the homepage.
- Overlay : The ad is displayed when users open the app. It is therefore, the first thing that they see. For these ads, the user must wait 30 seconds before either it closes by itself, or they have the option to skip it.
- Sponsored Session: This format allows users to earn a 30 minute ad-free session by listening to an ad in full.
- Sponsored Playlists: Playlists are one of Spotify’s strengths. You can create different playlists depending on anything from the time of day to a certain style of music. Advertisers can attach their publicity to a playlist which suits their brand image. An example would be a car manufacturer sponsoring a road trip playlist.
It’s important to remember that only the takeover formats are available on the self-serve platform. The other formats are available to buy directly. What’s more, you can also combine a few formats in order to maximise the impact and the frequency of your message. This method is often used to maximise brand message retention and therefore product knowledge and consideration.
FIRST-PARTY AUDIENCE
One of the most interesting things about Spotify is its first-party audience. For many users, music is something to enjoy in a private moment, where they can connect with their feelings (sadness, heartbreak, happiness etc.) express their tastes (nostalgic, avant-garde, on-trend) or match a period of their day-to-day (working out, traveling, working etc.) The platform is able to quickly understand the state of mind, the interests and the behaviour of its users, which allows it to capture the attention of listeners and offer them personalised content. By embedding your ad in these moments, with the right product, you can establish a solid rapport with consumers and ensure message retention. Gatorade is one of the many brands which has benefited from being able to reach out to the first-party Spotify audience. The brand wished to reach out to competitive athletes (via sports, workout, and running playlists etc.) at just the moment they might need a refreshing drink. To do this, Gatorade opted for audio, display and sponsored sessions to tell their story and to reach the right audience. The results surpassed all expectations, obtaining an increase of 171% in publicity recall compared to their benchmark. In recent months, Spotify has also completely reviewed its audio offering to make more room for podcasts. This is another interesting product for advertisers as it trumps the first-party audience. The platform is able to understand which subject categories (murder mystery, food, sport, news, social issues etc.) interest listeners in order to k know where to offer products which match these interests. What’s more, as opposed to with music, listening to a podcast involves active listening meaning listeners are ready to receive a message and absorb information shared with them. They are naturally more alert and will more easily retain the message.
A FINAL WORD
Spotify offers opportunities to advertisers who wish to innovate, create impact and reach their audience at specific moments throughout their day. Whether it’s on mobile, desktop or connected devices, Spotify is at the heart of the daily routines of its users. If you have questions regarding advertising on Spotify, or you wish to launch your first campaign, please don’t hesitate to contact our paid media experts.
By Florence Loranger
Determined to uncover all the secrets of marketing, Florence studied her baccalaureat in communication science at the University of Montreal. Her passion for the internet was born during her uni days when she took part in the Communication Games. It’s difficult not to be influenced by Florence’s warmth and smile even from the other side of a screen.
