Spotify Ad Studio, A Little Crib Note: What To Know Before Starting A Spotify Ad Campaign

Do you usually listen to music on Spotify?
If you do, do you have a Premium account or are you a member of the watch-all-ads team, because, in the end, all those ads do not bother you that much?
If you are part of this team well, first of all congrats for your patience and your zen mood… Then, tell me, have you noticed a slight difference in the type of spots you have been listening to in the last few months?
If you have a premium Account instead, well let’s go straight to the point… have a good read!
As usual, you know I love telling the whole story, a lot more attractive don’t you think?

Anyway, these questions were needed to take you by the hand and lead you to the main topic of this column: Spotify Ad Studio. Have you ever heard of it?

Content Index

  • What Is Spotify Ad Studio?
  • When To Use Spotify Ad Studio
  • How To Use Spotify Ad Studio
  • Is a Dubber Needed to Create an Ad?
  • Why Choose Spotify Ad Studio
  • Relevant KPI

What is Spotify Ad Studio?

In the last few months, after an initial testing phase, Spotify has officially given brands and businesses the opportunity to have access to their own advertising platform in order to create ads easily on their own, making the use of various tools available to make it easier to create audio ads.
Spotify Ad Studio is the advertising platform Spotify dedicates to companies. On it, it is possible to create and manage ads ready to be launched on personal channels.
Here at
Blubit, we have been testing it for numerous customers, belonging to different business sectors, and what we got is that, aside from a genuine amusement in finding out new things, the results obtained were really very interesting!

When To Use Spotify Ad Studio?

An important precondition is due: Spotify Ad Studio cannot be used only to achieve goals referring to every one of the three big areas of the marketing funnel. This is due to the fact that the platform is still fresh or maybe just because it has been designed this way.
However, thanks to its layout and framework, Spotify Ad Studio is an excellent platform to work in the upper stage of the marketing funnel, i.e. on brand name and on awareness in general.
This means that if you are craving for a campaign getting you purchases, leads or big traffic volumes on the double, maybe Spotify Ad Studio is not the right choice for your needs.
Audio Ads (Video Ads are also possible, by the way) are addressed to users that, without having a Premium account, have no other choice than listening to audio ads to be able to listen to music for 30 minutes without paying any fee.

How To Use Spotify Ad Studio

When a Spotify Ad Studio ad is created, the first question the platform needs an answer to is to reveal if you are an artist or a brand.
Personally I have always used it as a Brand, so let’s take a closer look at this.
In my opinion Spotify Ad Studio really looks like radio advertising more than any other digital ad platform.
The remarkable difference between the two is that Spotify includes an interactive part in it. It is possible, for users, to click on the ad CTA (Call To Action), and so to visit a specific landing page.
Besides, differently from radio advertising, it is possible to target the audience according to various criteria:

  • Interests: so users that are interested in specific topics such as Health & Lifestyle, Fitness, Reading, Cuisine and so on, for instance according to the podcasts and the specific playlists they usually listen to
  • Real-Time Contexts: users are “spotted” during specific activities, like training, cooking, studying and so on
  • Music Genres: well… it goes without saying…
  • Non-Specific Targets

Just like all the other digital advertising platforms, it is also possible to define the geolocation, the budget and the frequency limit settings. Notice that, when it comes to budget, this option has been implemented in the last few days only.

Is A Dubber Needed To Create An Add?

Let’s now go straight on to the most concrete and creative part of the ad creation!
As explained above, Spotify supports advertisers by making an interpreter network available, voicing the ad text chosen with a series of songs or musical themes to be played in the background.
Need an answer to the title question? Well, the answer is no: there is no need to hire a dubber, actor or interpreter, unless you firmly want to.
Before recording the ad, the choice of a song or musical theme and the voice type wanted (man/woman, young/adult/mature/old) is mandatory, with information about voice tone, pronounciation speed, potential emphasis on particular words or phrases and other details as well.
Once every information is sent for recording, the final ad version is ready in two days at max and it can be both accepted (the ad is ready to be aired) or revised (new information can be provided in order to correct and improve the ad).

Why Choose Spotify Ad Studio?

Landing on a new platform before your competitors or when just a few of them are on it is a strategic advantage: you can reach users that will be able to keep your name in mind much more easily if the number of players on the platform is lower than expected.
The basic principle is quite simple: the less information you need to keep in mind, the easier it becomes for you to do it.
Spotify Ad Studio is particularly right for brand knowledge purposes (Awareness).

Relevant KPI: Real Data

Let’s take the last few lines of this column to explain a bit, on average, how things went when it comes to the campaigns we have been managing up to now on Spotify Ad Studio.
First of all, being users somehow “forced” to listen to the audio ad, the first piece of data standing over the others is that the completion rate (100% playing time) of the ad is never below 89%, as easily predictable.
What has astonished us really positively is the number of interactions with the ad, i.e. the number of clicks recorded by our ads. In spite of being an audio platform, so users often use it while busy doing something else, in every campaign an almost 1% CTR (Click Through Rate) was recorded. This rate, in awareness-oriented campaigns, is really remarkable.
Eventually, the average CPM (Cost Per Mille impressions) rate is around € 5.00, which may seem slightly higher than that recorded on other platforms or with other kinds of campaigns, but it needs to be considered, and kept in mind, that these impressions are almost all due to completely-played audio ads. This means that the brand and ad exposure obtained through Spotify campaigns is remarkably higher than impressions on Facebook Ads, for example.

Conclusions

If you are still here well, congrats for your patience and the passion you put into reading these lines. I hope you could find all the information you were looking for and, if you were not, hopefully you got to learn something new at least!
As usual, a column of mine cannot end but with a nice quote about today’s topic.
Thomas Alva Edison once woke up and said:
“Just because something does not do what you planned it to do does not mean it is useless.”

And from the Blubit’s Social dept. that's all, bye!

Claudia

Spotify Ad Studio, il bigino: cosa c’è da sapere prima di creare una campagna Spotify Ads

Ascolti la musica tramite Spotify? 

Se sì, hai un account Premium o sei del team “mi accollo tutta la pubblicità” tanto non mi disturba così tanto?

Se fai parte del secondo gruppo, per prima cosa complimenti per la pazienza e l’animo zen, ma poi dimmi, negli ultimi mesi, hai notato qualche differenza nella tipologia di spot che ricevi?

Se invece ti ritrovi nel primo gruppo, per te basta domande, buona lettura!

Come sempre la prendo larga perché, altrimenti, che piacere c’è!

spotify ad studio

In ogni caso, tutte queste domande mi servivano solo per accompagnarti per gradi al grande tema di questo articolo: Spotify Ad Studio. Ne hai già sentito parlare?

 

Cosa è Spotify Ad Studio?

Da qualche mese a questa parte, dopo una fase preliminare di testing, Spotify ha ufficialmente esteso direttamente a brand e aziende la possibilità di accedere alla propria piattaforma di advertising per creare annunci in maniera agevole e indipendente, mettendo a disposizione degli inserzionisti svariati strumenti per facilitare la creazione di un annuncio in formato audio. 

Spotify Ad Studio è quindi la piattaforma pubblicitaria di Spotify dedicata alle imprese, dalla quale è possibile creare e gestire le inserzioni che si vogliono lanciare sul canale. 

Noi di Blubit l’abbiamo testata per numerosi clienti dei più svariati settori e quello che ne abbiamo ricavato, oltre a del sano divertimento e al piacere di scoprire cose nuove, sono risultati molto interessanti!

 

Quando utilizzare Spotify Ad Studio?

Doverosa una grande premessa: che sia perchè la piattaforma è ancora nuova o perché semplicemente è pensata per essere così, non è utilizzabile in maniera esclusiva per raggiungere obiettivi che si trovino in tutte e tre le macroaree del funnel.

Spotify però, proprio grazie la sua struttura, è un’ottima piattaforma per lavorare sulla fase alta, quindi sulla notorietà del brand e sull’awareness in generale.

Questo significa che se vuoi una campagna che nell’immediato ti porti acquisti, lead o anche solo elevati volumi di traffico al sito, è meglio cambiare canale. 

Le inserzioni create sono in formato Audio [o video, volendo] e destinate a tutti gli utenti che, non avendo sottoscritto il contratto premium, quindi non hanno altra via da percorrere se non quella di ascoltare la pubblicità per ricevere 30 minuti di musica gratuita.

 

Come utilizzare Spotify Ad Studio?

Quando inizi a creare un’inserzione su Spotify Ad Studio, la prima domanda che ti rivolge la piattaforma è di specificare se sei un’artista o un brand

Nella mia esperienza l’ho sempre utilizzato come Brand, è quindi questo il punto di vista che sto proponendo. 

Spotify Ad Studio, più che ad altre piattaforme Ads digitali è, in termini di funzionalità,  secondo me, paragonabile alla pubblicità radiofonica. 

La differenza fondamentale però è che con Spotify è comunque consentita una parte di interattività: è possibile, per gli utenti, cliccare sulla CTA degli annunci e quindi atterrare su una pagina di destinazione.

Inoltre, sempre a differenza della pubblicità radiofonica, è possibile targettizzare l’audience secondo diversi criteri:

interessi, quindi persone che per ascolti di podcast, playlist correlate a contesti ecc. risultano interessate a determinate tematiche (es. Salute e Lifestyle, fitness, libri, cucina ecc.);

contesti in tempo reale, che ci permette di intercettare gli utenti mentre stanno vivendo momenti specifici (es. mentre si stanno allenando, nei momenti in cucina, durante lo studio ecc.);

generi musicali, qui mi sembra superfluo spiegare in che senso;

target non specificato. 

Come con tutti gli altri canali pubblicitari digitali è poi possibile specificare la localizzazione, il budget e (questa è una conquista degli ultimi giorni) il limite di frequenza.

 

Devo ingaggiare un doppiatore per creare l’annuncio?

Arriviamo nella parte più concreta e creativa della creazione dell’annuncio!

Come dicevo sopra, Spotify sostiene gli inserzionisti mettendo a disposizione una rete di interpreti che recitano il copione dell’annuncio che noi abbiamo scritto, nonché una serie di brani musicali da utilizzare in background. 

Per rispondere al grande dubbio quindi: no, non c’è bisogno di ingaggiare nessun doppiatore, attore o interprete a meno che tu non lo desideri.

Prima di mandare il copione in registrazione, bisogna scegliere il brano e il tipo di voce che vogliamo per il nostro annuncio (uomo/donna, giovane/adulto/maturo/anziano), dopo di che fornire le indicazioni riguardanti il tono di voce, la velocità di pronuncia, precisazioni su frasi e parole alle quali vogliamo dare maggiore enfasi o altri dettagli.

Una volta inviato il tutto, entro massimo due giorni lavorativi riceviamo il risultato e possiamo decidere se accettarlo (e quindi può partire l’annuncio) o richiederne la revisione (quindi mandare nuove note per correggere cosa non va).

 

Perché scegliere Spotify Ad Studio?

Approdare su una piattaforma nuova prima che lo facciano i tuoi competitor o quando solo pochi di loro sono presenti, rappresenta un vantaggio dal punto di vista strategico: raggiungi utenti che con più facilità riusciranno a ricordarsi di te se i player a lottare per te sono di meno. 

Il principio alla base è semplice, meno sono le informazioni che devi tenere a mente, più è facile farlo

Ed è proprio per il ricordo e la conoscenza del brand [Awareness] che è particolarmente indicata la piattaforma.

 

KPI RILEVANTI: i dati (di fatto)

kpi spotify ad studio

Lasciami le ultime righe per raccontarti un po’ [e in media] come sono andate le campagne che abbiamo gestito fino a ora su Spotify Ad Studio. 

Per prima cosa, essendo in un certo senso l’utente “costretto” ad ascoltare l’annuncio, il primo dato che spicca è il tasso di completamento (riproduzione al 100%) dell’annuncio non va mai sotto l’89%, questo però era facilmente immaginabile. 

Quello che invece ci ha stupiti positivamente è l’interazione con l’annuncio, cioè il numero di clic registrati dalle nostre inserzioni. Pur essendo una piattaforma audio, i cui utenti spesso mentre ne usufruiscono sono intenti a fare altro, abbiamo in tutti i casi riscontrato un CTR (click through rate) di circa 1%, percentuale che, in campagne di awareness, è considerabile rilevante.

Infine [e con questa chiudo tutto], il CPM (costo per 1000 impression) medio registrato si aggira sui 5€. Potrebbe sembrare forse lievemente più alto rispetto a quello registrato su altre piattaforme/con altri tipi di campagne, ma va considerato [e tenuto bene in mente] che queste impression si traducono quasi tutte in riproduzioni complete dell’annuncio, quindi l’esposizione al brand e all’inserzione che otteniamo con le campagne Spotify è nettamente superiore a quella che può offrire (per esempio) un’impression su
Facebook Ads.

In conclusione

Se sei arrivato fin qui, complimenti per la pazienza e la passione spero che in queste righe tu abbia trovato tutte le informazioni che stavi cercando e se non le stavi cercando, spero tu abbia imparato qualcosa di nuovo!

Certo è che non si può chiudere l’articolo se prima non inserisco la citazione a tema del giorno. Ti lascio quindi con Thomas Alva Edison che un giorno si svegliò e disse qualcosa tipo:

“Solo perché una cosa non fa ciò che tu ti aspetti, non significa che sia inutile.”

Dal reparto Social è tutto,

Claudia

Spotify Ad Studio, A Little Crib Note: What To Know Before Starting A Spotify Ad Campaign

Do you usually listen to music on Spotify?
If you do, do you have a Premium account or are you a member of the watch-all-ads team, because, in the end, all those ads do not bother you that much?
If you are part of this team well, first of all congrats for your patience and your zen mood… Then, tell me, have you noticed a slight difference in the type of spots you have been listening to in the last few months?
If you have a premium Account instead, well let’s go straight to the point… have a good read!
As usual, you know I love telling the whole story, a lot more attractive don’t you think?

Anyway, these questions were needed to take you by the hand and lead you to the main topic of this column: Spotify Ad Studio. Have you ever heard of it?

Content Index

  • What Is Spotify Ad Studio?
  • When To Use Spotify Ad Studio
  • How To Use Spotify Ad Studio
  • Is a Dubber Needed to Create an Ad?
  • Why Choose Spotify Ad Studio
  • Relevant KPI

What is Spotify Ad Studio?

In the last few months, after an initial testing phase, Spotify has officially given brands and businesses the opportunity to have access to their own advertising platform in order to create ads easily on their own, making the use of various tools available to make it easier to create audio ads.
Spotify Ad Studio is the advertising platform Spotify dedicates to companies. On it, it is possible to create and manage ads ready to be launched on personal channels.
Here at
 Blubit, we have been testing it for numerous customers, belonging to different business sectors, and what we got is that, aside from a genuine amusement in finding out new things, the results obtained were really very interesting!

When To Use Spotify Ad Studio?

An important precondition is due: Spotify Ad Studio cannot be used only to achieve goals referring to every one of the three big areas of the marketing funnel. This is due to the fact that the platform is still fresh or maybe just because it has been designed this way.
However, thanks to its layout and framework, Spotify Ad Studio is an excellent platform to work in the upper stage of the marketing funnel, i.e. on brand name and on awareness in general.
This means that if you are craving for a campaign getting you purchases, leads or big traffic volumes on the double, maybe Spotify Ad Studio is not the right choice for your needs.
Audio Ads (Video Ads are also possible, by the way) are addressed to users that, without having a Premium account, have no other choice than listening to audio ads to be able to listen to music for 30 minutes without paying any fee.

How To Use Spotify Ad Studio

When a Spotify Ad Studio ad is created, the first question the platform needs an answer to is to reveal if you are an artist or a brand.
Personally I have always used it as a Brand, so let’s take a closer look at this.
In my opinion Spotify Ad Studio really looks like radio advertising more than any other digital ad platform.
The remarkable difference between the two is that Spotify includes an interactive part in it. It is possible, for users, to click on the ad CTA (Call To Action), and so to visit a specific landing page.
Besides, differently from radio advertising, it is possible to target the audience according to various criteria:

  • Interests: so users that are interested in specific topics such as Health & Lifestyle, Fitness, Reading, Cuisine and so on, for instance according to the podcasts and the specific playlists they usually listen to
  • Real-Time Contexts: users are “spotted” during specific activities, like training, cooking, studying and so on
  • Music Genres: well… it goes without saying…
  • Non-Specific Targets

Just like all the other digital advertising platforms, it is also possible to define the geolocation, the budget and the frequency limit settings. Notice that, when it comes to budget, this option has been implemented in the last few days only.

Is A Dubber Needed To Create An Add?

Let’s now go straight on to the most concrete and creative part of the ad creation!
As explained above, Spotify supports advertisers by making an interpreter network available, voicing the ad text chosen with a series of songs or musical themes to be played in the background.
Need an answer to the title question? Well, the answer is no: there is no need to hire a dubber, actor or interpreter, unless you firmly want to.
Before recording the ad, the choice of a song or musical theme and the voice type wanted (man/woman, young/adult/mature/old) is mandatory, with information about voice tone, pronounciation speed, potential emphasis on particular words or phrases and other details as well.
Once every information is sent for recording, the final ad version is ready in two days at max and it can be both accepted (the ad is ready to be aired) or revised (new information can be provided in order to correct and improve the ad).

Why Choose Spotify Ad Studio?

Landing on a new platform before your competitors or when just a few of them are on it is a strategic advantage: you can reach users that will be able to keep your name in mind much more easily if the number of players on the platform is lower than expected.
The basic principle is quite simple: the less information you need to keep in mind, the easier it becomes for you to do it.
Spotify Ad Studio is particularly right for brand knowledge purposes (Awareness).

Relevant KPI: Real Data

Let’s take the last few lines of this column to explain a bit, on average, how things went when it comes to the campaigns we have been managing up to now on Spotify Ad Studio.
First of all, being users somehow “forced” to listen to the audio ad, the first piece of data standing over the others is that the completion rate (100% playing time) of the ad is never below 89%, as easily predictable.
What has astonished us really positively is the number of interactions with the ad, i.e. the number of clicks recorded by our ads. In spite of being an audio platform, so users often use it while busy doing something else, in every campaign an almost 1% CTR (Click Through Rate) was recorded. This rate, in awareness-oriented campaigns, is really remarkable.
Eventually, the average CPM (Cost Per Mille impressions) rate is around € 5.00, which may seem slightly higher than that recorded on other platforms or with other kinds of campaigns, but it needs to be considered, and kept in mind, that these impressions are almost all due to completely-played audio ads. This means that the brand and ad exposure obtained through Spotify campaigns is remarkably higher than impressions on Facebook Ads, for example.

Conclusions

If you are still here well, congrats for your patience and the passion you put into reading these lines. I hope you could find all the information you were looking for and, if you were not, hopefully you got to learn something new at least!
As usual, a column of mine cannot end but with a nice quote about today’s topic.
Thomas Alva Edison once woke up and said:
“Just because something does not do what you planned it to do does not mean it is useless.”

And from the Blubit’s Social dept. that's all, bye!

Claudia

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