The upcoming festive season is one of the busiest times for any marketer and planner in India. It will be a festive season that will be quite different from previous years and for any marketing campaign to work it has to stand out. It’s even harder if marketers specifically want to reach and engage with Gen Z and Millennials. And here is where Spotify can make all the difference.
Here’s a quick overview of why marketers should consider talking to their audience on Spotify, especially right now. All these details and possibilities are just an email away spotify-advertising-india@spotify.com.
Spotify: the ‘new normal’ in the media
On an average, Indian listeners spend 2.5 hours a day on audio and 80% of this time cannot be accessed through visual media.1. eMarketer reports that streaming music was the #1 activity people took up during the pandemic. And with connected device adoption accelerating, the portability of audio (cars, watches, smart TVs, game consoles, home speakers) means that marketers have ways to reach their audiences in key screenless moments when they might not otherwise. Can.
As the world’s largest streaming service, Spotify sits at the heart of culture thanks to its ever-growing music catalog, and proprietary and exclusive podcast content. The more our listeners stream, the more insights we gain from their listening behavior – and this is the power of what we call our streaming intelligence. Streaming intelligence helps brands make their communications more relevant, engaging and meaningful. For example, 75% of Spotify listeners say they remember ads more when they recognize their moment or setting. Plus, this sensory combination expands your creative options, giving you the best of both worlds.
Spotify data shows that playing both video and audio increases ad recall by 90% and results in a 2.2x increase in brand awareness. This means that a plan that only includes display or video ads is missing out on valuable time and engagement with its intended audience. Spotify fans are creating and curating playlists for every mood, and soundtracking every moment of their lives.
Spotify can help brands reach consumers when they are unavailable for other forms of advertising.
Now, this is music to the ears of every marketer.
comfort in times of uncertainty
One of the reasons this year’s festive season is unlike any other is that the listeners want to reset their lives. Sample this: After a purchase delay in 2020, 1 in 3 Spotify users are seeing big, big-ticket purchases in a clear case of Avengers4. And it’s a user base that can spend 15% more on what they want than any other group4.
With music emerging as the warm blanket of comfort in this volatile and uncertain time, it’s no surprise that users are turning to Spotify for festive content. Daily celebration streams saw a 63% increase, and occasion and activity based streams saw a 155% increase. The same is going to happen this year as well, maybe even more. With music being an integral part of concerts, and bringing friends and family together on Spotify, it’s a platform that marketers need to plug into ASAP.
turn on, tune in
Spotify lets brands connect with their audiences in moments that really matter. Shopping, nostalgia, parties and cooking/dining with family will be important moments in this festive season. As friends and family begin to come together after more than a year of physical distance, the familiar festive customs and traditions will return, but in a way that is unique. Audiences are in the mood for memories as much as living in the moment with activities like cooking at the festival. This is evidenced by a massive 441% increase in user-generated cooking/dinner playlists, with a 290% increase for nostalgia streams and a 590% increase for home (and homesick) playlists, indicating listeners can connect with memories of the good times. Turning to music for .
It is in moments like these – often in times when they are inaccessible to other forms of media – that brands can truly tune in to their consumers and engage with them in ways that are only possible on Spotify. Huh.
never ending stream of ideas for brands
Spotify offers limitless possibilities for brands when it comes to connecting with their audience. Want to sponsor the most streamed festive playlist? Sure.
Want to deliver real-time audio ads while your target audience is listening to specific moods? you got this.
Want to turn your brand profile into a cookbook with each specialty recipe with its own unique playlist?
Want to create an exclusive campaign with a unique digital experience that will really drive your brand’s message home? What happened!
Co-branded digital experience around a festive or shopping wishlist, multiple branded playlists designed with specific consumer personalities and/or festive mood in mind, creative audio to complement the brand’s in-store experience – list of possibilities Keeps going.
So if you want to add a sparkle to your media plan this festive season, go for Spotify. Write to spotify-advertising-india@spotify.com and let the festivities begin.
Click Here To download the Diwali Advertising Solutions Package from Spotify Ads.
Source:
1 – Spotify First Party Data, Global, Based on Daily Content Hours/Daily Active Users, Free User Multiplatform, May 2019
2 – Key Moments Survey, Spotify Users A15-40, US, UK, DE, IT, SP, MX, BR, AU, October 2019
3 – Nielsen Brand Effect on Spotify, March 2020
4 – GWI, IN, Wave 5 – Outbreak Report 2021
5 – Spotify internal data, India, Diwali Q4. September vs October vs November-December 2020
6 – Source: Spotify Internal Analytics, October 1 – February 28, 2021
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