Spotify has partnered with data company Nielsen to provide advertisers with more information about how their ads are performing on its free tier.
The Nielsen Brand Effect — a platform that provides tools that measure and optimize brand-relevant metrics in real-time — will be adopted across Spotify in the US, Germany, Canada, Mexico, UK, Spain, France, Netherlands, Japan, and Australia.
Advertisers will be able to delve more closely into how their messages connect with audiences and examine the effectiveness of campaigns in raising brand awareness, perception and purchase intent.
The integration captures exposure to audio, video and display formats heard or seen across desktop, mobile and connected devices.
Spotify’s free, ad-supported tier reaches more than 100 million people globally.
“Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust,” said Brian Benedik, Global Head of Advertising at Spotify.
“As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers.” Brian Benedik, spotify
“As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers.
“With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”
Jessica Hogue, Senior Vice President of Digital Solutions at Nielsen, said: “Modern marketers are increasingly faced with questions across every facet of their advertising execution and we’re excited to collaborate with Spotify to help provide greater clarity into the campaign optimisation process.
“Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximizing the value of their investments.”
The new deal expands upon Spotify and Nielsen’s previous partnerships — ad clients currently have access to Nielsen Digital Ad Ratings to measure audience reach across campaigns on Spotify.
In addition, Spotify uses Nielsen Catalina Solutions to demonstrate offline sales lift and works with Nielsen Media Lab and Nielsen Consumer Neuroscience to capture audience engagement.
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