Amplified Intelligence & Spotify Collaborate to Measure Consumer Attention Across Advertising
by on 6th Aug 2024 in News
Amplified Intelligence, the most trusted source for accurate attention measurement, and Spotify, have today (August 6th, 2024) shared findings from their research focused on determining attention benchmarks and norms across Spotify, 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%: This also marks a 23 percentage point increase compared to Spotify Audio. With consistently high Short Term Advertising Strength (STAS) scores across the board, the platform creates an appealing environment for advertisers, spanning both audio and video advertising formats.
- Advertising on Spotify amplifies the impact of social media campaigns by an average of 28 points: With a significant increase in STAS scores when brands used a combination of platforms and given its high base scores for brand uplift, advertising on Spotify visibly augments social media campaigns.
- 30% of Spotify respondents reported experiencing a more positive mood: The increase in the number of people feeling great after listening to music is 12%. This figure is 2.5x higher in India where the number of people feeling great after engaging with the platform is 30%. The improvement in respondents reporting feeling great after listening to music is a 6% increase over the improvement in great mood on scrollable social experiences.
Amplified Intelligence used its industry-leading technology to quantify 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.
Amplified Intelligence adapted their proprietary attentionTRACE® solution to Spotify's video and audio and produced comparable scores of Short Term Advertising Strength (STAS), as well as active, passive and non-attention. 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.
Karen Nelson-Field, founder and CEO at Amplified Intelligence, added: “One of the key challenges facing brands today is effective storytelling, especially in sectors that require distinctive communication and oversaturated markets where consumers are not lacking in options. This becomes even more challenging with brief engagement times permeating many digital media formats and media planners mistakenly treating time-in-view as the most critical variable of modern measurement. Although traditional reach metrics will still play a foundational role in the media strategy of larger emerging consumer markets like India, the value of these markets remains untapped without efforts into reliably understanding human emotion and consumer behaviour. Our joint efforts with Spotify into measuring attention but also identifying how audiences respond to ads at an emotional level proves how the metric is an ally to magnifying effectiveness and provides a canvas for brands to be able to connect to their audience.”
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