With high brand awareness in Australia and New Zealand, the brand sought to impact lower-funnel brand metrics of consideration and familiarity through topical meme-inspired creative and interactive rich-media banner.
Listening Moments: Core Spotify listening moments such as “commute” and “studying” were targeted to audiences including ‘students’, ‘music lovers’ and ‘commuters’ during the time of day they were most likely to listen.
Dynamic Content Messaging: Spotify’s rich media assets based on these listening moments previewed playlist functionality utilizing Spotify’s open API.
Engagement Rate in Australia
Engagement Rate in New Zealand
Leveraging the depth of our first party data in conjunction with 3rd party tools like Amobee’s Brand Intelligence Platform, we were able to create hyper-relevant assets based on real time insights, granularly targeted to our desired audience. Data-informed creative and media is always a top performing combination for Spotify.
Rosie Rothery, Marketing Manager, Australia & New Zealand for Spotify
Spotify and Foundation partnered with Amobee to identify trending topics to fuel quick-turn topical creative direction. Amobee’s patented Brand Intelligence technology was used to monitor trends and topics in real-time, indicating exactly when news was trending. Brand Intelligence was used to track key music and entertainment related topics as they were consumed across the internet and deliver daily insights to Spotify for creative ideation.
In addition, Spotify created rich media banner assets which utilized Spotify’s open API to create a preview experience of the app including the ability to play 30 seconds of a song from within the ad unit. Each interactive banner featured up to four different playlists per creative. Amobee featured these interactive banners in high impact mobile ad placements appearing on contextually relevant web pages and articles ensuring the relevance of the message to the target audience.
Spotify’s focus on understanding their target audience’s online behavior and trends in their target audience’s online consumption allowed them to effectively reach and engage this millennial cohort. The commitment to data-informed creative backed by real-time audience insights and targeting resulted in exceptional performance in Australia and New Zealand.