MAM
Stand out and be heard this festive season, with Spotify
The upcoming festive season is one of the busiest times for any marketer and planner in India. It will be a festive season that will be drastically different from previous years and any marketing campaign will have to stand out to work. This will be even more difficult for marketers who want to specifically reach out to Gen Zs and millennials and engage with them. And here is where Spotify can make all the difference.
Here’s a quick overview of why marketers should consider talking to their audience on Spotify, especially now. All these details and possibilities are also just an email away at spotify-advertising-india@spotify.com.
Spotify: The ‘new normal in media
On average, an Indian listener spends 2.5 hours per day on audio and 80 per cent of this time, they can’t be reached through visual media1. eMarketer reports that streaming music was the #1 activity that people adopted during the pandemic. And with the increasing adoption of connected devices, the portability of audio (car, watch, Smart TV, game console, home speakers) means that marketers have ways to reach their audience in key screenless moments when they otherwise could not.
As the world’s largest streaming service, Spotify sits at the centre of culture thanks to its ever-growing music catalogue, and a slate of owned and exclusive podcast content. The more our listeners stream, the more insights we derive from their listening behaviour – and this powers what we call our “Streaming Intelligence”. Streaming intelligence helps brands make their communication more relevant, engaging, and meaningful. For instance, 75 percent of Spotify listeners say they tend to remember those ads more which recognise their moment or setting2. Furthermore, this sensory combination extends your creative options, giving you the best of both worlds.
Spotify data shows that running both video and audio increases ad recall by 90 per cent and results in a 2.2x increase in brand awareness3. This means that a plan which includes only display or video advertising is missing out on valuable time and engagement with its intended audience. Spotify fans are creating and curating playlists for every mood and soundtracking every moment of their lives.
Spotify can help brands reach consumers when they are unavailable for other forms of advertising.
Now, that’s music to every marketer’s ears.
Comfort in the time of uncertainty
One reason this year’s festive season will be unlike any other is the fact that listeners are looking to reset their lives. Sample this: After delaying purchases in 2020, one in three Spotify users are looking at large, big-ticket purchases in a clear case of revenge shopping4. And this is a user base that is likely to spend 15 per cent more on what they want than any other cohort4.
With music emerging as the warm blanket of comfort in these unsettling and uncertain times, it is no surprise that users are turning to Spotify for festive content. Daily festive streams saw an increase of 63 per cent, and occasion and activity-based streams grew 155 per cent5. It’s going to be the same this year, perhaps even more so. With music being an integral part of the celebrations, and bringing friends and family together on Spotify, it’s one platform that marketers need to plug into ASAP.
Turn on, tune in
Spotify lets brands engage with their audience in moments that truly matter. This festive season, the key moments will be shopping, nostalgia, party, and cooking/dining with family. As friends and families start to come together after more than a year of physical distancing, familiar festive customs and traditions will return but in a way that’s unique. Listeners are in the mood for memories as much as living in the moment with activities such as festive cooking. A massive 441 per cent increase in user-generated cooking/dinner playlists bears this out while a growth of 290 per cent for nostalgia streams and 590 per cent for home (and homesick) playlists shows that listeners are turning to music to connect with memories of good times6.
It is in the moments like this – when people are inaccessible by other forms of media – that brands can truly reach out to their consumers and engage with them in ways that are only possible through Spotify.
A never-ending stream of ideas for brands
Spotify offers limitless possibilities for brands when it comes to connecting with their audiences. Want to sponsor the most-streamed festive playlists? Sure.
Want to deliver real-time audio ads while your targeted audience is listening to specific moods? You got it.
Want to turn your brand profile into a cookbook with every special recipe having its own unique playlist?
Want to create a special campaign with a unique digital experience that will truly drive your brand’s message home? Done!
Co-branded digital experiences around festive or shopping wishlists, multiple branded playlists crafted keeping into consideration the specific consumer personas and/or festive moods, creative audio to complement a brand’s in-store experience – the list of possibilities goes on and on.
So if you’re looking to add a sparkle to your media plan this festive season, choose Spotify. Write into spotify-advertising-india@spotify.com and let the festivities begin.
Click here to download Diwali ad solutions packages from Spotify Advertising.
SOURCES:
1 – Spotify First Party Data, global, based on daily content hours / daily active users, free users multiplatform, May 2019
2 – Key Moments Survey, Spotify Users A15-40, US, UK, DE, IT, SP, MX, BR, AU, October 2019
3 – Nielsen Brand Effect on Spotify, March 2020
4 – GWI, IN, Wave 5 – Outbreak Report 2021
5 – Spotify Internal Data, India, Diwali Q4. Sept Vs Oct vs Nov-Dec 2020
6 – Source: Spotify Internal Analytics, 1st October – 28th February 2021
(This is an Advertorial, published in association with Spotify)
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
