Spotify Ads agency: optimize your audio advertising campaigns
The consumption of audio content has exploded in recent years. Music playlists and podcasts are part of the daily lives of many consumers. Effinity, a certified Spotify Ads partner, can help you invest in this medium and bring awareness and consideration to your brand.
Spotify has hundreds of millions of active users worldwide, offering a vast audience, covering a wide demographic range, and enabling brands to reach different market segments with Spotify Ads advertising campaigns.
Effinity is a Spotify Advertising Certified Partner agency, which means that our experts work regularly with Spotify teams and are fully conversant with the Spotify platform and the best practices for deploying successful audio campaigns.
Why choose Spotify Ads for your advertising?
In France, Spotify has almost 17 million active users, 60% of whom are free users, and therefore exposed to advertising, and reaches 56% of French Internet users aged 18 to 34. In addition, 27.4% of Spotify Free users are in the highest income bracket (top 25%).
In terms of usage, free listeners spend 2.5 hours a day on the app, and 6 hours for 15-34 year-olds. Two final figures to close the context: 50% of listeners consider that if Spotify works with an advertiser, then that advertiser is trustworthy, and for 46% of them, hearing an ad on Spotify makes them want to like or follow the advertiser’s brand.
Advertisers can use Spotify Ads to achieve a number of objectives:
Build brand awareness with Spotify Ads
- The goal of reach is to get your message across to as many people as possible, so that they discover your product or service.
- The impressions objective allows your audience to see and hear your ad more often
To work on consideration with Spotify Ads
- The click objective prioritizes people who are more likely to click on your ad to discover your brand.
- The Video Views objective optimizes delivery to your target audience, who are most likely to watch your video ad for at least 3 seconds.
The effects of audio advertising on the brain
Several studies have shown that audio has an impact on us through all the key centers of the brain, from emotions to memory and engagement. Music softens the mood and puts audiences in the best possible position to be exposed to attractive audio advertising.
When it comes to memory, Neuro-Insight’s research revealed that the Spotify experience generated stronger engagement than television, digital video and social networks. Audio thus has the power to allow us to become one with the moment. A sentiment reinforced by the fact that 80% of users listen to Spotify with headphones on.
Ad targeting on Spotify
One of the strengths of Spotify Ads is that it offers first-party data that can be targeted according to a wide range of criteria. Thanks to the algorithms offered by Spotify Ads, audience targeting tools deliver your ads to listeners at the most opportune moment for them… and for your brand.
The aim is to integrate your messages into the most seamless experience possible for listeners. In particular, by making it possible to produce ads tailored to the tastes and listening contexts of your target audience.
Spotify ad formats
Spotify audio spotlight
Audio commercials are broadcast between titles, with a maximum duration of 30 seconds, non-skippable.
They are accompanied by a banner, which encourages listeners to focus on the message. Spotify audio spots can be played on mobiles, tablets, computers and the Spotify web player.
They include a choice of around twenty CTAs (call to action) to choose from, depending on the objective of your audio spot, from the simple “Learn more” to more specific calls to action: apply, book, buy, download, find stores, get a coupon, etc.
Video Takeover Spotify
Takeover videos are played during a listening session when the user performs an action on the app, and only when the app is visible on the screen.
With a maximum duration of 30 seconds, they are non-skippable and include a customizable CTA. It’s worth noting that multi-format campaigns (combining video and audio) increase brand awareness by 2.2x compared to video ads alone, and ad recall by 1.9x compared to video ads alone.
Sponsored sessions
Sponsored sessions launch a 30-minute ad-free listening session.
They are only played when the app is visible on the screen in an environment with active sound, providing 100% share of voice. In effect, after viewing your brand’s video, listeners are exposed to a clickable banner, which invites them to interact further, triggering the 30 minutes of uninterrupted listening.
Spotify CTA cards
| CTA cards are a 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 objective: 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 visit 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 enable the audience to remember the ads they’ve heard, and then act on them. And they’re pretty effective, too, because when combined with the click optimization objective, it’s possible to multiply the click-through rate by 2.6, compared with impressions and reach bids. |
Spotify banners
Available only on desktop
Banners extend the reach of your campaign in a brand-safe environment: your ad will be the only one shown for 30 seconds. Banners are clickable and are only shown when the Spotify screen is in the foreground.
Homepage Takeover Spotify
Homepage Takeover Spotify displays your brand’s message on the front page of Spotify’s desktop home page for 24 hours.
Homepage Takeover is clickable and supports rich media format, enabling brands to include interactive elements to better capture attention.
Spotify, from consideration to conversion
Ads on Spotify Ads generate an impact across the entire purchase funnel. Of course, at the top of the funnel, to develop brand awareness, but also at the bottom of the funnel, to incite action: sales, contact form submissions, web page visits, and so on.
Spotify Ads stimulates consideration
Spotify Ads’ precise targeting and immersive formats make it possible to reach a wide audience. At this stage, our Spotify Ads experts enable you to reach specific audience segments based on demographics and musical preferences, ensuring that advertising messages are relevant. They work with you to design audio ads that engage listeners, enhancing message recall. Our Spotify Ads agency aims to transform audiences’ initial interest in your brand into purchase intent.
Spotify Ads boosts conversions
Spotify Ads are also effective at the conversion stage, thanks to their precise targeting and engaging formats. Audio and video ads on Spotify reach users at propitious moments, reinforcing their purchase intent. What’s more, the ability to personalize messages according to listening behaviors and musical preferences enables our Spotify Ads agency to propose relevant and attractive offers. What’s more, we measure the impact of campaigns in real time, so we can optimize them to boost conversion rates.
Why choose Effinity for your Spotify Ads campaigns?
Expertise
Effinity, a Spotify Ads agency with Spotify Advertising Certified Partner certification, works closely with Spotify’s teams to offer its customers support from the design of their commercials to their delivery to the most appropriate audiences.
Creativity
Our offer goes beyond the creation of classic audio spots, for example, by linking them to influencer campaigns. The aim is to use the creative power of influencers to design spots, letting them speak on behalf of the brand.
Measurement
Our agency has developed strong expertise in this medium. In addition to the KPIs offered by Spotify, Effinity’s proprietary tracking tool enables us to track the effectiveness of coupons offered by ads or clicks to the advertiser’s site, as well as the sales generated by these visits.
