Popular audio streaming platform Spotify has recently launched a new B2B campaign, touting its happy listeners on billboards to attract advertisers.
The billboards are installed in strategic places near media agencies and on the subway, just in time for the 2024 Interactive Advertising Bureau (IAB) NewFronts in New York from April 29 to May 1.
The campaign, developed in collaboration with FCB New York, aims to showcase how the emotional engagement fostered by Spotify can benefit advertisers.
The OOH campaign features song titles reflecting the emotions a song on Spotify evokes.
For instance, one billboard compares “your marketing plan with Spotify" to what you feel when listening to Post Malone’s “I Like You” and Latto’s “Big Energy."
On the other hand, “Your Marketing without Spotify” is like Kid Cudi’s “Down and Out.”
Touting the ‘The Spotify Effect’
The OOH campaign is based on the “The Spotify Effect,” a study highlighting the positive influence of the brand’s service on consumer happiness and receptiveness to advertising.
According to Spotify, users experience a 15% increase in happiness and relaxation after streaming audio on the platform compared to mindlessly scrolling social media.
By immersing users in a positive and connected emotional state, Spotify creates a conducive environment for marketers to connect with their target audience effectively.
The platform's data also indicates that Advertisers on Spotify experience a 5x increase in ad recall compared to other platforms.
“Spotify is where people go to feel good and get inspired. 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,” Spotify's brand marketing lead Jessica Levinsohn told Ad Age.
“This campaign speaks directly to marketers and treats them like the consumers they're trying to reach. We’re hoping to engage and inspire them during their daily commute and get them to consider what’s possible with Spotify,” she added.
