Everyone knows Spotify. It is hands down one of the most popular audio streaming apps. In fact, in a survey (anything but scientific) conducted in my own professional network on LinkedIn, 75% of some 118 respondents said that Spotify is their first instinct to listen to music. But while the app is particularly popular for listening to music or podcasts (podcasts), rare are the dealers who perceive it as an advertising tool… and yet!
According to official statistics from Spotify, its platform was the choice of 39% of Quebecers who listened to a digital audio service in the last month, making it the digital audio platform no.O 1 in Quebec. Listeners are particularly present in the beautiful province: its ComScore Canada survey of March 2021 reports more than 2.5 million unique visitors to Quebec… while 23% of all streams in Canada take place in Greater Montreal. No doubt: the audience is there!
Traditional radio: still present, still relevant
While digital technology takes a major place in the advertising budgets of dealers, the importance of maintaining a well-thought-out “media mix” remains nonetheless crucial. To ensure optimal reach and increase the notoriety of their dealership, the combination of Web and radio campaigns is a strategy popular with many, and with good reason.
—
Well executed and paired with a successful digital campaign, traditional radio represents an excellent drive-to-Web tool. What is more, some dealers do a particularly effective job there to stand out from the crowd and showcase the unique personality of their business.
The Groupe Belvédère advertising spots with their relaxed atmosphere, like at the chalet, or the humorous and derisory tone of the “dealership group” Vimont Toyota Laval are in my opinion excellent examples of advertising that stand out and mark the imaginary.
However, radio, specifically in large urban centers, also comes with its share of barriers to entry and inconveniences. First brake: the budget. Advertising on the most efficient stations and offering them an adequate frequency requires large sums which are not within the reach of all budgets. In addition, especially in large, densely populated cities where the number of dealerships is very high and the territories very small, your message will inevitably be dedicated to selling units to your competitors of the same brand, located closer, or at least on the same bank, which the listener willing to buy.
This is where Spotify becomes a very interesting solution, or complement.
Advanced targeting options allow Spotify advertisers to run audio campaigns for a much lower budget than traditional radio, only paying to reach people in the right industry!
The advantages of digital… in an audio format!
The ability to run targeted campaigns and measure results is definitely at the top of the list of digital benefits across all platforms. Delivering the right message, to the right person, at the right time is the challenge of any marketer. In the not-so-distant past, the only advertising vehicles available forced us to pay to reach 500,000 people, then cross our fingers that the 500 people in the lot to whom the message is really addressed to notice it and pass on. act.
Advanced targeting options, as we know them today on major digital advertising platforms, therefore allow Spotify advertisers to run audio campaigns for a much lower budget than in traditional radio, paying only to join. people in the right area! It is possible to target the audience according to their age, gender, location, language and even their habits. It is possible to segment the audience and vary the message according to the type of “playlist” listened to, interest in podcasts or recent driving of a car, to name just a few examples.
Imagine the possibilities… hello, creativity!
–
