Music streaming giant Spotify has expanded its relationship with Nielsen to include the adoption of Nielsen Brand Effect in Australia and several other countries.
Nielsen Brand Effect will allow marketers to measure and optimise their national advertising on Spotify, and gain a deeper understanding of how their ads resonate and affect brand lift with their target audience.
With the integration of Nielsen Brand Effect on Spotify, advertisers will be able to delve more closely into how their messages connect with audiences and examine the effectiveness of campaigns in raising brand awareness, perception and purchase intent.
The integration captures exposure to audio, video and display formats heard or seen across desktop, mobile and connected devices.
Brian Benedik, global head of advertising at Spotify, said: “Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust.
“As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers.
“With Nielsen’s industry-leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”
Jessica Hogue, senior vice president of digital solutions at Nielsen, said: “Modern marketers are increasingly faced with questions across every facet of their advertising execution, and we’re excited to collaborate with Spotify to help provide greater clarity into the campaign optimization process.
“Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximizing the value of their investments.”
Spotify’s adoption of Nielsen Brand Effect marks the latest expansion in the two companies’ collaboration.
The streaming company currently provides clients with the ability to use Nielsen Digital Ad Ratings to measure audience reach across campaigns on its platform.
In addition, Spotify uses Nielsen Catalina Solutions to demonstrate offline sales lift, and works with Nielsen Media Lab and Nielsen Consumer Neuroscience to capture audience engagement.
