Creating Brand Growth Through Screenless Marketing Advertising on Spotify even when the screen is off

Audio has always played a key and endless role in our lives, we have always tuned in to hear our favorite songs or searched the radio for news and entertainment from our favorite broadcasters. But now, we are in an era where people can access audio content anytime, anywhere, on any device and in any situation. And with the entire digital audio catalog in the world in the palm of our hands, listening to content has never been so high at an all-time high.

76% of people around the world listen to digital audio content monthly (Worldwide Internet Index, 2018) with an average listening time of 2.5 hours per day!

Here is some updated data on the digital audio market in Israel:

• Spotify has over 1.3 million users according to GWI data (Source: Global web index 2019-2020), 30% of whom are in the premium model and 70% in the free model.
• Alongside these numbers, we will add the streaming data of Spotify’s free model users in Israel (Spotify first party data IL Q1 2020). The data shows that Spotify is 54% male, 46% female, 60% aged 25 and over, a core of users aged 18-45 and an average listening time of 145 minutes per day!
• The latest TGI data shows that 32.5% of the population listens to radio and audio content online (Source: TGI WAVE 2/ 2019).
• The latest TGI data shows that 18.8% of the population listens to podcasts (Source: TGI WAVE 2/ 2019).

Thanks to innovation, we are seeing more and more people listening to streaming, anytime, anywhere. There are 4 main reasons why streaming services are becoming so central to our lives and relevant to advertising on Spotify, digital radio and podcasts:

1. Improving accessibility: The entire catalog of music and podcasts is accessible and in the palm of our hands, people can listen to audio content almost anywhere and anytime.
2. Content quality: An incredible amount of quality audio content in music, podcasts, and audiobooks.
3. Discovery and Personalization: Platforms like Spotify and Netflix have AI systems that leverage and tailor relevant content to consumers.
4. Audio is considered a healthy alternative to screen time : In fact, 43% of respondents from an early adopter study who had owned a smart speaker for at least a year said they purchased their smart speakers to reduce overall screen time (NPR and Edison Research, Winter 2018).

These reasons are causing people to listen to streaming more than ever before and are also changing the entire way brands approach advertising on Spotify and digital audio platforms.

Spotify advertising

Spotify offers brands the opportunity to connect with their consumers through music and guarantees brands a perfect premium environment for advertising:

1. 100% logged in – users are connected to the platform, listening every day, all day.
2. One identity across all devices: mobile, tablets, desktop listening, vehicles, connected devices, and third-party apps such as Waze, Run kipper, Xbox, and others.
3. An environment tailored to the habits, tastes, and moods of users – advertising is targeted and reaches directly to your target audiences.
4. The platform is also optimized for visibility: advertising is served according to consumption in all formats – audio is served when listening, video and banners are served while viewing the screen.
5. A safe premium environment for advertising: All content is verified by the labels and the content system.

Cross-format and cross-platform advertising:

Spotify advertising is served at 100% full view (SOV) time in a premium content environment in any format: audio, video, interstitials, banners, branded playlists, and special API moves.

A brand campaign or a sales campaign, whether audio ads served in-stream between songs, video ads and banners – all advertising tools on Spotify are served in short breaks tailored to consumption – and when the screen is off – the audio ads come into play and also create the ability to drive action.

Spotify allows you to implement an impression tracker and a Click URL and drive action to the next screen without compromising the listening experience.

Spotify advertising tools:

• Audio Everywhere
• Video Takeover
• Sponsor session
• Overlay
• Homepage Takeover
• Leaderboard

For all Spotify advertising tools, click here.

In summary, over a million Spotify users in Israel use a model that includes advertising, listening for an average of 145 minutes a day. The advertising tools allow target audiences to be targeted even when the screen is off, allowing brands to reach their target audiences based on their profile and consumption habits, and during full exposure time.