Mumbai: Spotify India and Amplified Intelligence shared research findings today on attention benchmarks across audio streaming and other platforms brands use for advertising, showing the relationship between mood and attention in ads.
Key takeaways included:
- Spotify video increases brand uplift by 50%: 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 analyzed Spotify’s advertising impact by tracking location, mood, and influential factors. The research offers detailed insights into consumer behavior in India and enhances Spotify’s attractiveness to brands seeking active attention.
Spotify measured users’ attention for one month in India using Amplified Intelligence’s attentionTRACE® tool with data from 2,500 people, capturing over 7,900 ad views. Facial recognition software measured video attention following respondents’ consent.
Arjun Kolady, Head of Sales – India, Spotify 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.”
Karen Nelson-Field, Founder and CEO at Amplified Intelligence, 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.”
