The power of audio ads — tap into the right moment and make an impact

Music has been instrumental in coping with our new routines. The soothing voice of Arijit, a peppy number by AP Dhillon, or a calming podcast by Neelesh Misra has helped listeners cope with many a difficult day. Moments with audio follow the listener through the day and across devices, creating different listening experiences. Whether it's while doing daily chores such as cooking, working out, or spending time with family, the versatility of audio makes it engaging and personal.

Audio advertising allows your brand to create a personal connection with consumers in moments when other mediums cannot. On an average, the Indian listener spends 2.5 hours per day on audio, and 80% of this time, they can’t be reached through visual media¹. So with only a display or a video ad you are missing out on valuable time with your audience.


Ads that match the moment, make an impact

With Spotify, you can be sure that your message will get noticed: we deliver your ads at the right moment when the listeners are most receptive — in a no swipe, no scroll environment.

A deep understanding of our listeners and a constant connection with them throughout their day can help create and deliver messages that enhance rather than interrupt the moment.

75% of Spotify listeners say they remember ads more when the ads recognize their moment or setting². Spotify helps brands reach consumers in the right moment, and the results are - 2.7x higher awareness and 5.3x higher intent than campaigns with basic demographic targeting².


Striking the right chord

Multi-device listeners in India stream music for 2.5 hours per day¹. These are precious screenless moments on screenless devices such as home speakers, cars, gaming consoles, and smart TVs.

According to a survey by Spotify, for 56% of GenZ these screenless moments offer an escape from the world of visual overload⁴. With over 4 billion playlists on Spotify, there are endless opportunities to know what your audience is listening to and you can match your creative to that vibe.

At Spotify, we’re constantly learning about how people listen in real-time through our streaming intelligence — first-party, contextual data that reveal moods, mindsets, habits, and tastes at the moment.

Audio brings moment marketing to life for a mother in Mumbai when she listens to focus playlists in the afternoon while working from home, fitness playlists when she is working out, and sleep playlists when she’s putting her kids to bed.

Audio allows you to go well beyond primary data related to age, gender, location, and device type and really own a moment

Playlist keywords give us clues to the listeners’ context in the moment they’re listening: their setting and their current genre preference. Campaigns that include playlist targeting drive 2.1x higher intent than campaigns that don’t³.


Creating the right sensory mix

Multi-format campaigns (audio & video) showed a 1.8x increase in ad recall than video ads alone⁵. From playful statics and creative videos during screen time to immersive audio as the consumer moves to non-screen devices, multimedia campaigns ensure that your brand complements the consumer’s device journey.

On Spotify, the sound-on environment lets you tell stories with both audio and visual elements — and you can be confident they’re being seen and heard. We’ve seen that running both video and audio increases ad recall by 90% and results in a 2.2x increase in brand awareness⁵. This sensory combination extends your creative options, giving you the best of both.

Capturing the imagination of the listener

Our brains process information through audio 22x faster than through visualizations⁶. With audio, there’s no limit to storytelling — it can communicate emotions, capture moods in seconds, engaging listeners to fill in gaps with their imagination.

Here are some ideas for an audio creative on Spotify:

● Provide an elevated sensory experience with a full sonic palette - ASMR, 3D audio, immersive effects, entertaining narration, and great music - to tell memorable stories.

● Explore sequential messaging, telling a story from one ad to the next.

● Use your audio identity, an audio signature, or jingle! The familiarity offers an impactful way to enhance the listener’s sonic environment and effectively get their attention.

And all of this can be done in a personal, one-to-one manner with no clutter, audio is disruptive without disturbing.

We spend a large part of our day listening. Get your brand heard in the moment that makes the most impact. Whether you're taking the first steps in exploring the power of audio on Spotify or looking to connect with an audience that is difficult to reach otherwise, now's the time to act.

Ready to get your message heard?
Write to us at spotify-advertising-india@spotify.com to get in touch with our client support team.1- IFPI Digital Music Report 2019
2 - Spotify Nielsen Brand Effect Studies, 2018
3- Spotify First Party Data, global, based on daily content hours / daily active users, free users multiplatform, May 2019
4 - Spotify Culture Next trend survey among 4,000 respondents 15-37 globally [U.S., MX, BR, FR, DE, U.K., PH, AU], February 2019)
5 - Data Source- Nielsen Brand Effect on Spotify, March 2020 6- Source - Petra Vetter, Fraser W. Smith, Lars Muckli. Decoding Sound and Imagery Content in Early Visual Cortex. Current Biology, 2014

Disclaimer: This is a sponsored post in partnership with Spotify

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