One of the reasons some advertisers have yet to embrace digital audio in their campaigns is the lack of measurement solutions to help them understand and justify their investments in this space. With this premise in mind, Spotify launched Spotify Brand Lift. It is an advertising impact measurement tool that offers advertisers a better understanding of the response of users to their audio, video and ‘display’ ads that they launch on the platform. As of today, this tool comes out of its beta phase in Spain and becomes available to advertisers of all sizes in the country.

Spotify Brand Lift is designed to help advertisers gain greater visibility into the impact of their advertising on the world’s largest streaming audio platform. It is the first step in creating a set of measurement tools tailored to the streaming generation. Advertisers in 14 countries around the world already have access to this tool. Among them are Spain, the United Kingdom, Australia, Germany, Brazil, Mexico, France, Italy, the Netherlands, the Nordic countries and Japan. This marks a further step in SpotifyAdvertising’s commitment to fostering the demand and power of digital audio beyond the United States.

Among the novelties that advertisers will be able to find in the Spotify Brand Lift tool starting this month is the elimination of geolocation geographical restrictions, which allows a more granular segmentation of the audience. In addition, campaigns can be launched in several languages.

How does Spotify Brand Lift work?

First, advertisers and their Spotify business team work together to identify what the brand’s goals are and the audience they are targeting. Once the campaign is launched, Spotify randomly divides the brand’s audience into a test or control group, that is, a group of users that will see the ads and another that will not. Once a maximum period of 48 hours has elapsed after exposure (or non-exposure) to the ad, the different groups are asked to participate in a survey within the app.

At the end of the campaign, the differences in responses between the group that was exposed to the ads and the group that was not, can be attributed to that exposure and will help Spotify determine the influence that an advertiser’s campaign has had on the metrics. key factors of the brand, such as ad recall, awareness and consideration, among other key factors.

Analysis tool success stories

Spotify has been testing the Spotify Brand Lift tool in beta in various markets with around a dozen advertisers. Some of the campaigns that stand out for the results obtained, is the case of the Italian brand muline White, which turned to Spotify to promote the launch of a new range of rusks with its Fette Rigate product. Associating itself with the morning moment, Barilla sponsored the “Il Caffè del Buongiorno!” playlist, which encourages listeners to start the day with the perfect music. The campaign captured the attention of users and increased favorability (+5 points) towards the new product, as well as the probability of going to buy it (+2 points).

Other brands such as the Canadian mobile company, Kondo Mobile set a goal to reach Gen Z and millennials at scale. This managed to increase the notoriety of its “Happy Deal Days” promotion and generate a message association among young hard-to-reach users. Using Spotify Brand Lift, they were able to quickly understand the results of their Spotify campaign: a 23-point increase in ad recall and a 2-point increase in message association.

In addition, STRATUM, an internet hosting service provider based in Germany, partnered with Spotify for the first time to reach their target audience and increase the impact of their campaign. With Spotify Brand Lift’ STRATO was able to verify that their campaign resulted in a 27-point increase in brand recall and a 7-point increase in awareness.

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