Buoyed by this rise in video consumption, Spotify is actively exploring new ways to incorporate video and video ads into the user experience, according to Piper. Its Canvas format, for instance, in which users consume miniature looping video reels while browsing songs, could be a potential candidate for future video ads as well.
Complementary campaigns
Audio advertising remains the focus for Spotify, but it has positioned video ads as yet another surface available for brands looking to reiterate their messaging.
According to the company, campaigns run with both audio and video components produce better results, including a 7% increase in brand awareness, a 7% increase in message association, and a 27% increase in purchase intent.
To communicate this to marketers, Spotify is running a digital out-of-home campaign in New York during the NewFronts.
The creative aims to highlight the Spotify Effect, which claims that the emotional resonance of music makes any associated advertising more effective.
“Spotify is where people go to feel good and get inspired,” said Jessica Levinsohn, global business brand marketing lead at Spotify. “For advertisers, this means there’s an opportunity to connect with people in a great environment when they’re in the right mindset to engage.”