Spotify Soars in 2016: Why Marketers Should Take Notes
I feel like I’m a little late to the party with this post, but it needs to be said. Spotify, a music streaming company, has done an exceptional job with their advertising in 2016.
Although I’m already an avid Spotify listener, their advertising first caught my attention with the release of the spot above. It did well to grab the viewer’s attention through the mysterious moving house. Then, the spot ended with a bang when it threw in a little political humor. As a creative, this spot is #goalz for me.
I think this was the first time I realized how well Spotify knew their target audience. I love Spotify so much I want to work for them someday, (so yeah, this post might be a little bias) but that means I’m also part of their target. The fact that I was so intrigued by this single TV spot shows that they are #winning the ad game.
Big data is the future of marketing, and Spotify has gathered a ton of data from their listeners to use in their favor. Not only has it increased their user experience through playlists and more, it has also made them a valuable platform for other brands to place ads. In March, Spotify launched display ads that were guaranteed to get views. In an AdWeek article, Jeff Levick, Spotify’s Chief Revenue Officer explained why this worked. I wasn’t surprised their audience had something to do with it…
“There are very few mobile platforms that have this level of a highly engaged audience,” Levick told Adweek. “And not just a high engagement, but an attractive audience of 18 to 34 year olds and actually reaching them at that real-time, interest-based level.”
Finally, Spotify capped off the year using that data once again to push their marketing to the top. Their recent “Thanks 2016, it’s been weird,” campaign has been creating buzz for the last month. Again, as a Spotify user, I thought this was great.
I do believe data is going to play an increasing large role in our industry, we just need to use the knowledge it brings in the best way possible. Spotify’s chief marketing officer, Seth Farbman, said it best in a Business Insider article, “For us, data inspires and gives an insight into the emotion that people are expressing.”
On one last note, I wish I knew what statistic they’d pull for my Spotify billboard.
Thanks 2016, it has been weird.