Ad Campaigns
Spotify India & Amplified Intelligence partner to measure consumer attention across ads
Mumbai: Spotify India and Amplified Intelligence, which focuses on accurate attention measurement, have shared findings from their research that determines attention benchmarks and norms across the audio streaming platform, and other similar platforms that brands lean into, for targeted advertising. The initiative also highlighted the impact of and relationship between mood and attention across all these advertising platforms.
Key takeaways included:
. Spotify video increases brand uplift by 50 per cent: With consistently high short-term advertising strength (STAS)1 scores across the board, Spotify creates an appealing environment for advertisers, spanning both audio and video advertising formats.
. Advertising on Spotify amplifies the impact of social media campaigns: Combining social media with a presence on Spotify significantly enhances overall attention score for the campaign, resulting in an average increase of 28 points compared to campaigns relying solely on social media.
. Amplified Intelligence quantified the value of Spotify’s advertising offering by capturing contextual location and mood information, and identifying how these were influenced. Providing granular insights into consumer behaviour in one of the largest markets in the world, the research findings support Spotify’s ability to offer brands a proven opportunity for successfully capturing active attention in India.
Spotify measured a panel of users’ attention via Amplified Intelligence’s attentionTRACE tool, across one month using data from 2,500 people in India capturing more than 7,900 ad views. Video attention was captured by facial recognition software after consent was acquired from the respondents.
Spotify head of sales – India, Arjun Kolady said: “Most advertisers have been focusing on determining the appropriate metrics for their campaigns. New findings reveal that creativity showcased on platforms with high attention generates greater impact, ultimately leading to improved business results. Our study with Amplified Intelligence has shown the impactful nature of Spotify’s ad formats and has helped to address the lack of research on visual attention in markets such as India.”
Amplified Intelligence founder and CEO Karen Nelson-Field added, “One of the key challenges facing brands today is effective storytelling and identifying relevant success metrics. This becomes even more challenging with brief engagement times permeating many digital media formats. Our joint efforts with Spotify into measuring attention and identifying how audiences respond to ads proves how the metric is an ally to magnifying effectiveness and provides a canvas for brands to be able to connect to their audience.”
Short-term advertising strength – Computed as the percentage of purchases among advertising-exposed consumers divided by the percentage of purchases among non-exposed consumers. This figure is multiplied by 100 giving a score where figures larger than 100, suggest a positive effect of the advertising.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
