Spotify has launched its first ever global brand campaign for Spotify Advertising, aiming to show advertisers what it means to reach a full immersed audience.
Digital audio advertising has hit the mainstage, with digital audio content consumption on the rise and showing no signs of slowing down.
What’s more, according to its new study Sonic Science, conducted in partnership with Neuro-Insight, Spotify found that digital audio is more immersive and engaging than social media, digital video, TV and radio.
Spotify Advertising is exciting advertisers, publishers and creators about the opportunity to reach the most engaged audience in its first global B2B brand campaign, ‘All Ears On You’.
The campaign, created in partnership with FCB New York, imagines the Spotify experience as a moment where each listener is immersed in Spotify as they go about their day – protected from the noise and distractions of everyday life.
The campaign will be brought to life across digital video, OOH placements in major U.S. cities, social media and of course, digital audio.
The footprint is global with activations in the US, Canada, the United Kingdom, Australia, New Zealand, Germany, Mexico and Spain, as well as other priority markets by end of year.
The campaign was directed by Amber Grace Johnson of Object & Animal, the song featured in the video is “Feet Don’t Fail Me Now” by British artist Joy Crookes (who is a part of Spotify’s RADAR program).
“Advertisers are struggling to break through to reach consumers who are constantly bombarded with messages and are more distracted than ever before,” said Khurrum Malik, Spotify’s head of advertising business marketing.
“All Ears on You highlights how Spotify is able to cut through the clutter better than any other advertising platform thanks to an immersed and engaged audience deep in the listening experience. We couldn’t be more excited to have this campaign out in the wild to excite advertisers, creators and publishers about the opportunity that digital audio and Spotify presents for them.”
Spotify is also keen to share the findings from its Sonic Science study, which include that:
- Collectively music impacts all parts of our subconscious, but different genres of music tend to produce different neuro-responses
- High intensity beats and speech driven genres like Rap tend to create an Engagement bias
- Instrumental and Acoustic musical genres like Rock tend to create an Emotional bias
- Latin and Pop are more universal in their neuro-signature given the mix of beats, melodies and lyrical density
- Different podcast genres generate a unique neuro-response. We tested this with different podcasts: The Journal., The Bill Simmons Podcast, Armchair Expert with Dax Shepard and Serial Killers.
- Stories about people, like The Journal., drive high Engagement and Detail Memory
- Light entertainment with celebrities, such as Armchair Expert with Dax Shepard, creates skew towards Global Memory
- The Bill Simmons Podcast’s easy listening format creates a well- rounded experience for listeners
- Serial Killers’ stories have higher impact on memorability
- Digital audio allows us to connect or enhance experiences without feeling dominated by them
- Over 80 per cent of respondents said they use music and podcasts when: Going for a walk, Exercising, Chores, Working, Commuting, Relaxing Indoors
- 66 per cent of participants said there’s too much visual stimulation, and that audio provides a nice escape from it.
- Compared to radio, digital audio elevates the listening experience compared to radio, TV, social media & digital video due to its interactive and immersive nature
- +28 per cent Long-Term Memory for Details (Language and Specific Details)
- +25 per cent Emotional Intensity
- +25 per cent Long-Term Memory for Global (Past Memories, Feelings, and Themes)
- The power of digital audio is amplified even further on Spotify. When Neuro-Insight measured the brain activity of users listening to different types of audio, it was clear that Spotify provided the most engaging audio experience
- Engagement: +9 per cent to Digital Audio // +34 per cent to Radio
- Long-Term Memory for Details: +6 per cent to Digital Audio // +36 per cent to Radio
- Long-Term Memory for Global Features: +1 per cent to Digital Audio // + 27 per cent to Radio
- Emotional Intensity: +2 per cent to Digital Audio // +27 per cent to Radio
- Spotify’s engagement outperformed all other forms of media, not just other audio types
- +9 per cent over Digital audio
- +9 per cent over Digital video
- +23 per cent over TV
- +27 per cent over Social media
- Digital audio ads see the same level of engagement as music and podcast content
- 93 per cent of the brain’s engagement with the content transferred directly into ad engagement with the content transferred directly into ad engagement as the listener moved from their music and podcasts to the ad
- Audio ads on Spotify saw 19 per cent higher brand impact compared to all other media