ADVERTISE WITH SPOTIFY – IT’S COMING HOME
Today we are going to take a quick look at how innovative brands can harness the power of programmatic advertising around events such as the World Cup to project brand awareness.
Spotify released this amazing short video which shows the number of times the song “Three Lions” was streamed on the day England played Sweden. There was a little buzz between 6am and 10am then a large spike pre-kick-off and a massive spike after the game.
HARNESS DATA AND GENERATE LEADS BY ADVERTISING WITH SPOTIFY
This data looks interesting, but how can brands harness this and turn it into an actionable plan?
Spotify has over 140 million users; around 50 million paid subscribers and 90 million users who listen for free in return for being served adverts. Programmatic connections allow marketers to reach these individuals using a variety of targeting options. This make advertising with Spotify incredibly effective.
One of these targeting options allows adverts to be shown on certain playlists, and this is where the innovation comes into play.
When England play Croatia, we know that “The Lions” will probably follow a similar listening profile as it did when they played Sweden. We can use this insight to research and compile a list of playlists that contain this song.
MAKING USE OF DIFFERENT FORMATS TO MAXIMISE YOUR REACH
Making use of video, banner and audio, brands can create campaigns that ride upon the ‘feel good’ factor that comes when England win. If planned correctly, your advert could be viewed, played and heard every time England win, aligning the winning mentality with your brand.
This tactic can be applied throughout the year, building brand affinity with certain events which align to the company culture and ethos.