The experiment
Our goal was to understand how attentive people are to Spotify ads, and how that attention drives brand choice. Phase one of the research tracked consumer ad exposure across three platforms: linear TV, in-feed video on social media, and preroll on video platforms.
Phase two of dentsu’s research surveyed a group of 1,000 users in the U.S. and U.K. who were exposed to specific ads while listening to music on Spotify. They then used questionnaires and brand choice methodologies to better understand the impact of the ad attention on subsequent recall and intention to purchase. Dentsu also used additional data to see how sound and video on Spotify affect users’ attention.
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Here’s what dentsu’s research found — and our top takeaways for digital audio advertisers.
Which factors drive attention?
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While impressions (which are treated equally) and device-based metrics are easy to measure, dentsu argues, they don’t represent meaningful exposure. Dentsu’s attention model dives deep into the drivers of not just attention, but also on the value of attention.
Because not all attention is equal, dentsu’s model combines factors like viewable time, whether or not an ad is skippable, duration, and device. They also looked at factors of attention that are typically harder to measure, like creative. In one part of the study, dentsu isolated the impact of creative by preselecting ads and inserting them into the consumer experience, while keeping all other factors constant. The different creative types were then scored based on their ability to drive attention, recall, and choice. In phase two of the study, dentsu measured the impact of recall each of those factors has on a “typical” 3.2 seconds of attention.
And the single biggest driver of how hard attention works? Strong ad creative. The study showed that the difference between good creative and poor creative can impact ad recall by 17%.2 Additional key factors included volition (whether attention is earned or forced), sound, and duration.
Why attention matters
So where does attention fit into your current measurement model?
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The study showed that attention, which is measured by “effective attentive seconds” based on dwell time and outcome, was a key driver of performance across ad recall and purchase intent. That’s why in addition to driving strong performance in attention, Spotify also drove significant purchase intent uplift. That means attention isn’t just a nice-to-have — it’s the foundation for strong campaign performance.
Spotify is the place to find your leaned-in, attentive audience. People stream Spotify an average 2.5 hours per day,3 which means we’re constantly learning about how people listen in real-time through our streaming intelligence — first-party, contextual data that reveals listeners’ context. That context fuels great ad experiences for our users, and for brands: 51% of Spotify Free users say they pay more attention to ads on Spotify because they are more relevant or tailored.4
The key to attention on Spotify? Combining video and audio
In the study, audio and video alone were seen as highly attentive. But one reason why Spotify likely achieves more attention than other platforms? The powerful combination of digital audio and digital video ads.
Our own research shows that when audio ads and video ads work together, they drive significant brand impact. In fact, we’ve found that multiformat campaigns on Spotify result in a 90% increase in ad recall and 2.2X in brand awareness.5
Source: https://t-tees.com
Category: WHY
