Research collaboration enables insight into effective marketing communications across audio and video formats on the streaming platform
New York & London, Mumbai, 6th August 2024 — Amplified Intelligence, the most trusted source for accurate attention measurement, and Spotify, have today shared findings from their research focused on determining attention benchmarks and norms across Spotify, and other similar platforms that brands lean into for targeted advertising. The initiative also highlighted the impact of, and relationship between mood and attention across all these advertising platforms.
Key takeaways included:
– Spotify video increases brand uplift by 50%: This also marks a 23 percentage point increase compared to Spotify Audio. With consistently high Short Term Advertising Strength (STAS) scores across the board, the platform creates an appealing environment for advertisers, spanning both audio and video advertising formats.
– Advertising on Spotify amplifies the impact of social media campaigns by an average of 28 points: With a significant increase in STAS scores when brands used a combination of platforms and given its high base scores for brand uplift, advertising on Spotify visibly augments social media campaigns.
– 30% of Spotify respondents reported experiencing a more positive mood: The increase in the number of people feeling great after listening to music is 12%. This figure is 2.5x higher in India where the number of people feeling great after engaging with the platform is 30%. The improvement in respondents reporting feeling great after listening to music is a 6% increase over the improvement in great mood on scrollable social experiences.
Amplified Intelligence used its industry-leading technology to quantify the value of Spotify’s advertising offering by capturing contextual location and mood information, and identifying how these were influenced. Providing granular insights into consumer behaviour in one of the largest markets in the world, the research findings support Spotify’s ability to offer brands a proven opportunity for successfully capturing active attention in India.
Amplified Intelligence adapted their proprietary attentionTRACE® solution to Spotify’s video and audio and produced comparable scores of Short Term Advertising Strength (STAS), as well as active, passive and non-attention. Spotify measured a panel of users’ attention via Amplified Intelligence’s attentionTRACE® tool, across one month using data from 2,500 people in India capturing more than 7,900 ad views. Video attention was captured by facial recognition software after consent was acquired from the respondents.
Martyn U’ren,
Head of Marketing Research and Intelligence Spotify JAPAC at Spotify said:
“Identifying the right metrics for campaigns has been on most advertisers’ minds. Recent evidence shows that creativity delivered on high attention platforms drives stronger impact, and in turn, enhances business outcomes. The results from our research with Amplified Intelligence have not only highlighted the attention-seizing power of Spotify’s ad formats but also served as a step towards filling the ‘blind spot’ in visual attention studies that exists within emerging markets.”
Karen Nelson-Field,
Founder and CEO at Amplified Intelligence, added:
“One of the key challenges facing brands today is effective storytelling, especially in sectors that require distinctive communication and oversaturated markets where consumers are not lacking in options. This becomes even more challenging with brief engagement times permeating many digital media formats and media planners mistakenly treating time-in-view as the most critical variable of modern measurement. Although traditional reach metrics will still play a foundational role in the media strategy of larger emerging consumer markets like India, the value of these markets remains untapped without efforts into reliably understanding human emotion and consumer behaviour. Our joint efforts with Spotify into measuring attention but also identifying how audiences respond to ads at an emotional level proves how the metric is an ally to magnifying effectiveness and provides a canvas for brands to be able to connect to their audience.”
ENDS
About Amplified Intelligence
Amplified Intelligence is a global leader in the research and measurement of online human attention – fast emerging as one of the most valuable and important indicators of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.
Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionise the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.