How manufacturers are combining audio and video codecs to spice up digital marketing campaign success

Sponsored by Spotify Advertising  •  December 14, 2023  •  4 min learn  •

This pattern is mirrored throughout streaming platforms, together with these historically counting on audio. This vital surge in video engagement displays a broader shift in person preferences. For instance, in response to Spotify analysis, time spent with video on Spotify has elevated 48% yr over yr — and amongst Gen Z customers, a whopping 136% — a determine considerably influenced by video podcasts.

This versatility presents a chance for advertisers to attach with audiences via new and thrilling mixtures of advert codecs that make campaigns more practical. A multi-format strategy combining audio and video parts can assist manufacturers attain and interact listeners in several contexts, throughout completely different actions and at numerous factors within the buy journey. 

Audio adverts attain already-engaged listeners throughout screenless moments

Digital streaming listeners take pleasure in podcasts and playlists as part of their every day routines. In accordance with Spotify’s ‘Sonic Science’ report, nearly two-thirds (63%) say the platform is vital to their on a regular basis lives, and greater than 1 / 4 (27%) say they discover the streaming service extra partaking than social media.

When determining the perfect advert format mixture, context is crucial. For instance, audio ads — designed for a no-swipe, no-scroll atmosphere — goal to seize consideration with out disrupting listeners engaged in screen-free actions. Operating host-read podcast adverts can assist manufacturers join with audiences in an atmosphere that’s pleasant, acquainted and perceived as reliable.​ Magna and Vox Media analysis discovered that 3-in-4 shoppers cite podcast hosts as the most influential figures driving their buying choices.

The perfect advert format additionally varies relying on the stage of the shopping for journey advertisers need to goal. Spotify’s ‘Consumer Decision Journey’ report discovered that adverts performed throughout music listening periods (i.e., in between songs) have been 2.6 instances more practical than the all-media common throughout the earlier phases of the acquisition journey, usually when model consciousness is established. At later phases of the shopping for journey — as an example, when consumers have selected a purchase order and are deliberating over which model to purchase — a podcast ad learn by a trusted host stands out as the ultimate push they should make a purchase order.

Video adverts are efficient on digital streaming platforms, too 

Individuals don’t simply hear on digital streaming platforms — they could take a look at the app to verify what track is subsequent, seek for an artist or podcast, or watch a video podcast. And video ads on Spotify, for instance, are served solely when the app is in focus — in order that they received’t be served to listeners when their telephones are of their pockets. Moreover, in comparison with digital video advert benchmarks from Veritonic, Spotify’s video adverts are 10% extra partaking and seven% extra genuine.

Throughout the board, combining audio and video adverts in a multi-format strategy leads to 7% larger model consciousness and a 27% larger buy intent on Spotify, in response to Nielsen model impact and Kantar model raise analysis from 2023. This technique could be efficient for driving lower-funnel outcomes, too. Advertisers adopting a mixture of audio and video adverts on Spotify expertise concrete outcomes, equivalent to 66% extra incremental gross sales, in response to U.S. NCS, and a 55% enhance within the cost-effectiveness of in-store visits in comparison with audio-only campaigns, in response to Foursquare information.

Toyota’s Spotify Advertising campaign strategically employed a mix of audio and video adverts to advertise its Corolla Cross mannequin. The carmaker needed to lift consciousness amongst passionate younger achievers, versatile movers and multicultural audiences who felt their present vehicles didn’t fairly match. 

The multi-format marketing campaign leaned on ‘Discovering that Excellent Match’ messaging and a number of other influencers for audio, video and podcast adverts throughout a number of segments. The model met its goals, which included elevating consciousness (elevated by 35 factors) and consideration (elevated by 9 factors) among the many goal age group, in response to a Nielsen model impact examine. However these metrics are extra than simply statistics: They level to the various advantages of a multi-format technique and the potential for long-term features in model notion.

Whereas the target was to lift consciousness and consideration amongst a younger, numerous viewers, the marketing campaign’s multi-pronged strategy additionally serves as a textbook instance of the best way to attain completely different demographics extra successfully all through their every day digital journey.

Operating a multi-format marketing campaign isn’t only a new pattern — it’s a data-backed technique. Manufacturers can take advantage of out of this dynamic marketing campaign format by reaching listeners once they’re engaged in screenless moments along with their display screen time. Combining the 2 codecs is right for presenting messaging in several methods at completely different phases of the acquisition journey. It permits advertisers to play into the assorted actions shoppers are partaking in for deeper viewers connections and extra profitable campaigns. 

Sponsored by Spotify Promoting

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