A study carried out by streaming audio, in partnership with MindProber, pointed out the power of advertising in audio
Spotify has launched a survey that reveals how digital audio reaches consumers’ brains, entitled Sonic Sciense, developed in partnership with MindProber.
The study explores the physiological impact of sound and reveals how marketing can leverage the personalization value that digital audio offers to effectively reach consumers.
Among the discoveries, the data showed that 75% of listeners are open to hearing an advertisement, as long as it is related to them and the activities they are doing. Furthermore, from observation, it was proven that Spotify listeners remember the brands they listen to, with up to five times higher rate of attention than if they were guessing ads they listened to at random.
The survey also calculated recall of an ad after listening sessions in which users engaged in activities they would normally do while listening to an audio program (music, podcast, or audiobook). This approach to advertising testing simulated a real-life listening experience, making it possible to assess the true level of recall during a variety of physical activities and contexts.
Still according to the survey, the strategy of personalizing ads makes the public interested and feels increasingly connected with the product or service offered. Data showed that 93% of the brain’s attention with personalized content is transferred directly to ad engagement, and in response, ads have a 19% greater impact on Spotify compared to other media.
One of the points raised by the analysis is that Spotify listeners not only remember the ad, but also buy the products. The analysis revealed that one in five study participants looked for a brand or product they had heard about in an advertisement on the platform and 30% said they were likely to buy the product.