Tag: Advertorial

Mumbai: When the BBC’s much-awaited ‘Seven Worlds, One Planet’ documentary series with the legendary David Attenborough was set to be released, the studio wanted to extend its campaign reach and amplify its video content to the best extent possible to make it more effective. To do this, it turned to Spotify. And needless to say, BBC achieved what it wanted and more. Spotify created a whole series of content that included 3D audio soundscapes and video content that ran in an enhanced playlist, and on display assets across mobile and desktop, amplifying the campaign, and all this using only existing BBC campaign assets!

Make your TV commercial do more, a lot more

If you’re wondering how you can make your TVC do more, just ask yourself a couple of questions. 

Can a TV commercial be more than just a visual advertisement? 

Can it evolve and become a multi-format campaign on its own and turbocharge the reach and effectiveness of your campaign?

The short answer is – YES. How? Bring your TVC to Spotify.

Once upon a time, evenings and nights created opportunities for brands in the form of primetime TV. But today, with the increase in the usage of mobile devices and the rise of streaming platforms, there has been a drastic shift in viewership away from the ‘TV’ in TVC. The new at-home audience has changed its routines of media consumption and television viewing. All the more reason for brands to opt for newer avenues to ensure that every bit of their communication (and budget) goes a long way. This is exactly what Spotify gives brands: a way to create a complete multi-format campaign using existing assets to deliver the brand message engagingly and effectively to an all-new audience.

Extend into screen-less moments

Music is a large part of the current streaming trends, and Indian consumers spend 19 hours per week on digital audio platforms1. And for 80 per cent of this time, listeners can’t be reached through visual media. Spotify’s streaming intelligence knows when the screen is in view and when it is pure audio. 

For a generation on the go, the power of audio goes a long way in telling a story and building an impression. In our Culture Next report, 56 per cent of Gen Zs say that screen-less moments offer a nice escape from a world of visual overload2.

With no extra production, brands can add to the audience’s journey and echo the message from the TV ad. Running both video and audio increases ad recall by 90 per cent and results in a 2.2x increase in brand awareness3. With both formats, brands can express a holistic and impactful story to listeners. The campaign on Spotify will be aligned with the brand’s main messaging, with multi-format storytelling to increase reach and frequency.

 

Create a whole-new multi-format Spotify campaign from your existing TVC

No additional production, no extra shoots, and no additional brainstorming. Just reach out to Spotify and consider your campaign as good as done. Spotify has a crew ready to convert your TV ad, script, and visual assets into impactful storytelling formats and packages. 

These packages are customisable and consist of audio ads, display homepage takeovers, mobile display overlays, and display leader boards. 

All you need is your existing video assets, brand identity & logos, and an e-mail to spotify-advertising-india@spotify.com, and your Spotify campaign is ready to go. So bring your TVC to Spotify and try something different, something better!

SOURCE: 

1. IFPI Digital Music Report 2019

2. Spotify Culture Next trend survey among 4,000 respondents 15-37 globally [U.S., MX, BR, FR, DE, U.K., PH, AU], February 2019)

3. Nielsen Brand Effect on Spotify, March 2020

(This is an Advertorial, published in association with Spotify)

The upcoming festive season is one of the busiest times for any marketer and planner in India. It will be a festive season that will be drastically different from previous years and any marketing campaign will have to stand out to work. This will be even more difficult for marketers who want to specifically reach out to Gen Zs and millennials and engage with them. And here is where Spotify can make all the difference. 

Here’s a quick overview of why marketers should consider talking to their audience on Spotify, especially now. All these details and possibilities are also just an email away at spotify-advertising-india@spotify.com. 

Spotify: The ‘new normal in media

On average, an Indian listener spends 2.5 hours per day on audio and 80 per cent of this time, they can’t be reached through visual media1. eMarketer reports that streaming music was the #1 activity that people adopted during the pandemic. And with the increasing adoption of connected devices, the portability of audio (car, watch, Smart TV, game console, home speakers) means that marketers have ways to reach their audience in key screenless moments when they otherwise could not.

As the world’s largest streaming service, Spotify sits at the centre of culture thanks to its ever-growing music catalogue, and a slate of owned and exclusive podcast content. The more our listeners stream, the more insights we derive from their listening behaviour – and this powers what we call our “Streaming Intelligence”. Streaming intelligence helps brands make their communication more relevant, engaging, and meaningful. For instance, 75 percent of Spotify listeners say they tend to remember those ads more which recognise their moment or setting2. Furthermore, this sensory combination extends your creative options, giving you the best of both worlds. 

Spotify data shows that running both video and audio increases ad recall by 90 per cent and results in a 2.2x increase in brand awareness3. This means that a plan which includes only display or video advertising is missing out on valuable time and engagement with its intended audience. Spotify fans are creating and curating playlists for every mood and soundtracking every moment of their lives. 

Spotify can help brands reach consumers when they are unavailable for other forms of advertising. 

Now, that’s music to every marketer’s ears.

Comfort in the time of uncertainty 

One reason this year’s festive season will be unlike any other is the fact that listeners are looking to reset their lives. Sample this: After delaying purchases in 2020, one in three Spotify users are looking at large, big-ticket purchases in a clear case of revenge shopping4. And this is a user base that is likely to spend 15 per cent more on what they want than any other cohort4.

With music emerging as the warm blanket of comfort in these unsettling and uncertain times, it is no surprise that users are turning to Spotify for festive content. Daily festive streams saw an increase of 63 per cent, and occasion and activity-based streams grew 155 per cent5. It’s going to be the same this year, perhaps even more so. With music being an integral part of the celebrations, and bringing friends and family together on Spotify, it’s one platform that marketers need to plug into ASAP.

Turn on, tune in

Spotify lets brands engage with their audience in moments that truly matter. This festive season, the key moments will be shopping, nostalgia, party, and cooking/dining with family. As friends and families start to come together after more than a year of physical distancing, familiar festive customs and traditions will return but in a way that’s unique. Listeners are in the mood for memories as much as living in the moment with activities such as festive cooking. A massive 441 per cent increase in user-generated cooking/dinner playlists bears this out while a growth of 290 per cent for nostalgia streams and 590 per cent for home (and homesick) playlists shows that listeners are turning to music to connect with memories of good times6. 

It is in the moments like this – when people are inaccessible by other forms of media – that brands can truly reach out to their consumers and engage with them in ways that are only possible through Spotify.

A never-ending stream of ideas for brands

Spotify offers limitless possibilities for brands when it comes to connecting with their audiences. Want to sponsor the most-streamed festive playlists? Sure. 

Want to deliver real-time audio ads while your targeted audience is listening to specific moods? You got it. 

Want to turn your brand profile into a cookbook with every special recipe having its own unique playlist? 

Want to create a special campaign with a unique digital experience that will truly drive your brand’s message home? Done! 

Co-branded digital experiences around festive or shopping wishlists, multiple branded playlists crafted keeping into consideration the specific consumer personas and/or festive moods, creative audio to complement a brand’s in-store experience – the list of possibilities goes on and on. 

So if you’re looking to add a sparkle to your media plan this festive season, choose Spotify. Write into spotify-advertising-india@spotify.com and let the festivities begin.

Click here to download Diwali ad solutions packages from Spotify Advertising.

SOURCES:

1 – Spotify First Party Data, global, based on daily content hours / daily active users, free users multiplatform, May 2019
2 – Key Moments Survey, Spotify Users A15-40, US, UK, DE, IT, SP, MX, BR, AU, October 2019
3 – Nielsen Brand Effect on Spotify, March 2020
4 – GWI, IN, Wave 5 – Outbreak Report 2021
5 – Spotify Internal Data, India, Diwali Q4. Sept Vs Oct vs Nov-Dec 2020
6 – Source: Spotify Internal Analytics, 1st October – 28th February 2021

(This is an Advertorial, published in association with Spotify)