Spotify has launched an advertiser charm offensive in the form of a new campaign illustrating how people can disconnect from the daily grind of the world around them by cocooning themselves in a bubble of sound.
‘All Ears On You’ highlights the intimate nature of audio as a medium for worming directly into the brain without the distractions of traffic noise, office chatter or random strangers as the audio streaming service seeks to capitalize on a podcast boom.
Urging advertisers to ‘reach the most immersed audiences’ to the sound of Feet Don’t Fail Me Now by Joy Crookes, the fanciful messaging seeks to draw marketers into the Spotify bubble.
Delivered by FCB New York, the campaign builds a sense of childlike wonder around a retreat into the comfort of your mind in an attempt to sound out small and medium-sized businesses who haven’t traditionally associated with the platform.
Explaining the rationale behind the change in approach, Jay Richman, Spotify’s vice-president and head of global advertising business and platform, said: “It’s not just the largest of brands and the biggest of shows, it’s also small and medium-sized businesses and DIY creators.”
Spanning the US, Canada, UK, Australia and Spain, the global campaign utilizes a combination of video, social media and audio ads both on and off Spotify.
Spotify’s advertiser push coincides with an expected jump in monthly podcast listeners to 28.1 million by the end of the year, fractionally ahead of Apple’s 28 million, according to the latest eMarketer forecasts. This places Spotify in pole position to grab the lion’s share of a rebound in podcast ad revenues, which grew 19% to exceed $1bn in 2020 and are forecast to top $2bn by 2023.