Mobile Marketing Magazine speaks with Spotify's Head of Global Sales & Partnerships, Brian Berner, about implementing a mobile-first marketing strategy to stay ahead of the competition, increasing user engagement within apps, and working with On Running. Let's talk about our latest partnership.
Q: How does Spotify develop and execute a mobile-first marketing strategy to stay ahead in the competitive music streaming market?
“As the world's most popular audio streaming subscription service, we are doing something unique. People use Spotify for more than 2.4 hours every day, making it an essential part of people's lives. daily life.
“Spotify is home to the best audio content that drives culture and helps build brands. Authentic connection with your audience. Over 100 million tracks, 5 million podcast titles, 350,000 audiobooks, people use Spotify to soundtrack their lives.
“Spotify connects fans with the artists and creators they love, delivering essential cultural impact for advertisers. From programs like music consulting via AUX to interactive ad formats like call-to-action cards to From visually inspiring video ads, Spotify offers brands a wide range of creative opportunities to reach key audiences and effectively influence their brands.”
Subscribe to Mobile Marketing Magazine
Click here to get the latest marketing news delivered to your inbox every Thursday for free
Q: What strategies does Spotify employ to increase user engagement within the app and across various mobile platforms?
“The Spotify experience offers inspiration, discovery, and interactivity. Support the artists and creators you love through personalized and engaging experiences.
“What is personalization? It is at the center of our activities.In fact, when we ask our listeners what they like most about us, even more Over 81% cite our personalization, which drives strong engagement.
“Spotify's existing recommendations are enabled through innovative and personalized products, including: DJ Spotify home feed, Discover every week, blend, mix made for you and day list.
“Recently, we song psychic, A fun and mysterious experience that can help listeners We answer all of life's questions through the lens of music. Song Psychic allows listeners to: Chance to choose from pre-filled questions on 9 topics From my future to life's biggest mysteries. Based on your answers, Song Psychic on Spotify will: Choose the best song to answer your question. ”
Q: How does the development of innovative ad formats address Spotify's mobile users?
“Since Spotify entered the podcast space just five years ago, we have transformed the industry. We went from having virtually no market share and just a few podcasts to over 180 podcasts. We have grown to become a global leader in the market with over 5 million podcasts on our platform.
Between 2018 and 2023, the amount of time spent per day listening to podcasts across the UK population increased by 110% (Source: eMarketer 2023), and brands are taking notice. Consumption has already begun, but advertising revenue has not yet caught up.
“Similar to digital video, ad spending has taken time to follow consumption. We are following the same trajectory with audio, as consumption and distribution increasingly shifts from broadcast to streaming. We are leading the way in evolving the audio experience, including monetization.
“Over the past few years, we have modernized podcast advertising to make it a true digital advertising channel, just like video and social. We have introduced better targeting with tools like streaming ad insertion and Help advertisers reach podcast listeners at scale with the Spotify Audience Network, prove the effectiveness of podcast advertising with innovative measurement solutions like Spotify Ad Analytics, and revolutionize the advertising experience itself. With , we're: Bringing digital audio to the forefront and making it a must-have product for advertisers.
“This is not only good for Spotify, but also good for advertisers and creators across the industry.”
Q: In the wake of the recent partnership between Spotify and On Running, how has this partnership evolved?
“On wanted to highlight the synergy between music and running with our latest campaign, “Max Energy.'' everytime. ' Considering this, On naturally turned to Spotify to effectively reach their target runners and build deeper connections with their listeners.
With video, audio and display ads on Spotify, On not only raised awareness of its Spring 2024 collection and teased the launch of its new Cloudmonster shoe collection, but also spotlighted the essential connection between music and running. I did. new tracks by artists Jada G It was created specifically for this campaign. ”
Q: With this partnership, how will the platform ensure seamless integration of brand messaging within the mobile user experience?
“On leveraged a variety of ad formats to create a holistic experience on Spotify. Audio ads highlight the launch of the Cloudmonster 2 model, tease new music from Jayda G, and on.com It ends with a call to action inviting listeners to check out the exclusive song.
“Meanwhile, the video ad was created in the style of a music video, featured Jada G alongside real runners, and highlighted our collective need for energy by showcasing the new Cloudmonster 2 model. .
“On also targeted runners with ads on Spotify, allowing sportswear brands to effectively reach key audiences and build deeper connections with listeners.”
Q: With Samsung recently announcing the Galaxy Ring, how does Spotify envision its role in the ecosystem of these devices and how is it adapting its marketing strategy accordingly?
“Incorporating devices like smart speakers, phones and tablets into our lives has given people more ways to listen to music.
“We aim to provide a seamless listening experience for our users across platforms, programs and devices, allowing them to listen wherever they are and whatever they are doing. , we want to reduce the amount of work it takes to get your favorite audio, anytime. That means being wherever your users are.”
Q: What innovations and trends do you predict will shape the future of mobile marketing at Spotify, and how is Spotify preparing to stay at the forefront of these developments?
“There is a lot of work being done in the audio interactive space. We have introduced new experiences such as: blend and collaborative playlist Easily share your favorite music More than ever.Latest features crowded is a personalized real-time listening session for groups to listen together. We're building on some of our most popular interactive features and combining them with personalization technology to take real-time listening with friends to the next level.
“We want to bring this to the ad experience as well. To this end, we are introducing CTA cards as a new format that will make podcast ads interactive for the first time with an experience that listeners can listen to, see, and click. (CTA Card) was introduced in the UK.
“For advertisers, bringing interactivity to the audio experience provides an unparalleled opportunity to be creative about how to convey important messages, and whether your target audience has taken action after hearing your ad. paves the way for better measurement and understanding of
“Additionally, AI is a constant focus across all media, and podcasters are racing to keep up with the rapidly evolving AI landscape in the digital audio space. At Spotify, we believe AI can bring real benefits to the audio industry. I believe that there is a sex.
“We are still in the early stages of this incredibly rapidly changing and evolving field. This is a ground-breaking, AI-powered feature that translates podcasts into additional languages, all in the podcaster’s voice. translate.
“This type of technology definitely brings challenges, but we are focused on helping creators connect with audiences, monetize their art, and build their careers. I think there will be more innovation.”
