Modern Marketing Adtech

Spotify releases Brand Lift ad measurement tool

By John Glenday | Reporter

May 5, 2022 | 3 min read

Spotify has released a first-party measurement tool that promises to furnish commercial partners with improved metrics governing the success of their campaigns.

Spotify

Spotify’s measurement tool ushers in greater visibility for advertisers

Available to advertisers of all shapes and sizes, Brand Lift quantifies the impact of promotional messages to tempt advertisers to shift resources toward the fast-growing audio segment.

Spotify says it is “turning the tide” from vision to sound by building locally-relevant ad solutions in key markets outside the United States where room for growth is greatest.

Billed as the first salvo in an ongoing suite of measurement tools tuned to the platform, the new functionality is targeted at key markets across Europe, Canada, Latin America, Australia and Asia.

The hand-in-glove approach spans all audio, video and display ads in the Spotify Free music experience, and works by randomizing and splitting the partner brand’s audience into either a test or control group. In this way, one group of free users will see the ads and another will not, with both segments subsequently quizzed on their respective experiences to determine what specific influence the campaign had on brand objectives and metrics.

Early adopters of the new tool include Canadian telecoms firm Koodo Mobile, which claimed a 23-point jump in ad recall and a two-point rise in message association after putting the system through its paces with ‘Happy Deal Days.’

Other brands have cited similar results, with Dorset Cereals reporting a five-point boost in awareness and a three-point jump in purchase intent in the aftermath of its ‘Breakfast on the Slow’ campaign.

Spotify has been busy marketing itself as the go-to audio streaming solution through a €280m sponsorship deal with FC Barcelona.

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