Back in March, we published a detailed article on ads on Spotify, which we invite you to read if you’re not familiar with this offering. Since then, the ever-active Spotify has come up with two new features that we thought would be interesting to focus on. They challenge the widely held belief that advertising on Spotify is only useful at the top of the conversion tunnel. But these new features, offered by the platform, are designed to encourage interaction and therefore consideration.
A new objective: click optimization
Click optimization is a new bidding option in addition to the two previously available (reach, impressions). It enables advertisers to buy impressions on a CPM basis, with the aim of reaching those most likely to click on their ad. To achieve this, Spotify relies on click model scores based on some forty signals such as demographic data, location and in-app interactions (impressions, zapping, clicks, etc.). The aim of click optimization is clearly to increase efficiency in the middle or at the base of the conversion funnel.
A new format: CTA cards
CTA cards are a new display format that appears during and after audio spots. To use them in an advertising campaign, it is essential to select the click optimization objective when creating the campaign.
Their aim: to encourage the audience to interact with an ad by clicking on a card. CTA cards are particularly useful for improving key conversion indicators, such as click-through rate (CTR). They can appear in different sections of the application up to eight hours after listening to an audio spot, creating multiple opportunities for listeners to take action and consult an advertiser’s website or landing page.
CTA cards can appear in a number of places, including between the Spotify player and the lyrics of a track, as well as on a new screen that anyone can display by pressing “View All”, to find all the CTA cards for which they have previously heard an ad.
CTA cards allow the audience to remember the ads they’ve heard, and then act on them. And they’re quite effective, because when combined with the click optimization objective, Spotify reports that it’s possible to multiply the click rate by 2.6, compared with impressions and reach bids.
Effinity’s opinion
The arrival of these new features will enable the experts at our Spotify ads agency to further improve the effectiveness of advertising campaigns on Spotify. On the one hand, by targeting the most relevant audiences and, on the other, by encouraging listeners to interact with ads via CTA cards. It’s an opportunity to use digital audio advertising, hitherto reserved for building brand awareness, to move towards a more consideration-based approach. All the more so, since Spotify already has a strong impact on the incentive to buy compared to other media (+11% compared to social networks and radio, according to a Spotify study).
For expert guidance on Spotify audio advertising, please contact us.
