The streaming audio platform Spotify has launched its first advertising campaign aimed at marketers and advertising professionals, in which it communicates its virtues as an advertising medium and the ability of audio to captivate and retain audiences.
The action, titled “Where everyone listens to you” (“All ears on you”, in its English version), is disseminated on a global scale and has been created by FCB New York. The campaign is disseminated on social networks and digital media.
Creativity symbolizes with a bubble the immersion capacity of the audio
The campaign, according to Spotify, has “the goal of showing the relevance of audio today and the immersive experience it offers to millions of consumers around the world.” The creativity alludes to that immersion by showing users wrapped in a soft and flexible bubble in the middle of a hectic and noisy environment.
“Advertisers strive every day to reach consumers who are constantly bombarded with messages, making them more distracted than ever,” points out in relation to the campaign Khurrum Malik, Head of Advertising Business Marketing de Spotify. “‘Where everyone listens to you’ highlights how Spotify is able to break through the buzz better than any other advertising platform, thanks to an audience that is immersed and involved in the listening experience.”
For its part, Gary Resch, Executive Creative Director of FCB New York, highlights that “Listeners are not simply on Spotify, but they are totally immersed and present in the content they listen to and are not distracted by the noise that surrounds them. And that mental space where they deposit all their concentration, has great value for advertisers and marketing professionals ”.
A study on audio
While launching its new campaign, Spotify has released some data from a study entitled “Sonic science”, which the platform has carried out in collaboration with the company Neuro-Insight.
The work provides data that support the suitability of audio as a communication channel for brands and Spotify as an advertising medium. Thus, it states that “93% of the attention that consumers pay to music and podcasts is also transferred to ads that take advantage of digital audio as a medium, because people listen to them just when their favorite song or podcast ends.” Also that the audio ads on Spotify obtained 19% more brand impact than those broadcast on the rest of the media.
Digital audio improves long-term retention of ad details by 28% over traditional channels
Another of the data provided by the study is that digital audio enables long-term ad detail retention 28% longer than traditional channels, and that connects 25% more with our emotions. “This is achieved”, Spotify points out in a press release “because it is a more interactive and immersive support with the listener and with greater personalization ”.
The platform also highlights that “When Neuro-Insight measured the brain activity of users who listen to different types of audio, it was clear that engagement increased 27% more compared to social networks; 23% more compared to television and 9% more compared to digital video and traditional audio media ”.
Spotify, which launched in Sweden in 2008, has more than 365 million active users in 178 markets, according to data from the company itself; In Spain, according to this information, 57% of the digital population uses Spotify on a daily basis. The service has a free access version and another for subscribers, Spotify Premium, with 165 million subscribers.
TECHNICAL SHEET “WHERE EVERYONE HEARS YOU”
- Agency: FCB New York
- Advertiser: Spotify
- Head of Advertising Business Marketing: Khurrum Malik
- Global Chief Strategy Officer: Andrea Kim
- Directora Global Enterprise Marketing: Sarah Kiefer
- Director creativo (Spotify): Richard Frankel – Creative Director
- Responsable Creativo Global (Spotify)Tammijean Triplett – Global Creative Lead
- Creative Co-CEOs: Michael Amiette and Gabriel Schmitt
- Executive Creative Director: Gary Resch
- Creative Director: Alexandre Abrantes
- Associate Creative Director: James Meiser
- Senior Director of Arte: Justin Batten
- Redactor Senior: Ken Syme
- Executive Producer: Chris Lenz
- Producer: Object & Animal
- Realizadora: Amber Grace Johnson
- Executive Producer: James Cunningham
- VFX/Color/Acabado : The Mill
- Sound Design: Wave Studios
- Música: “Feet Don’t Fail Me Now” (Joy Crookes)
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