case study: Spotify Ads

January 20, 2022

An Effective Upper Funnel Marketing Tactic for Multifamily

Increase website traffic by 33% with Spotify Audio Ads

As digital marketing continues to evolve, advertisers are turning their attention to the power of audio advertising, specifically Spotify. Always wanting to remain on the forefront of digital change, the team here at Digible decided to test one form of programmatic audio through Spotify’s self-service platform. 

Our main takeaway? Spotify advertising is pretty freakin’ great!

With a user-friendly UI, free audio production, and a low spend threshold, Spotify is the perfect option for lean-budgeted apartment marketers looking to give their brand awareness a boost. 

For years, audio advertising was rife with ridiculous spend minimums, lack of proper tracking, and the inability to produce cost-effective creative. Although some of these issues still exist, Spotify’s self-service platform is opening the door for advertisers of all sizes (and budgets) to grab a piece of the programmatic pie. 

Audio provides one of the most personal advertising experiences out there -- the music we listen to, the podcasts we learn from, and the genres we love are all unique to each user. We listen to music in the car during our morning commutes, through our headphones as we work out, and even over our smart speakers while cooking dinner. 

This makes listenability one of the key drivers of success for Spotify. It also makes audio the only form of digital advertising that doesn’t require human attention via scrolling, clicking, or logging on to a social platform to see success. Unlike traditional display, audio advertising makes it possible to deliver impressions without the concerns of viewability, site safety, or bot traffic. 


Visual Examples

Audio File Example:


Findings

SpotifyAds ServedReachFrequencyCTRCompletion RateSite TrafficSessions
Avg. Performance12,30010,2001.20.15%93%+33%+17%
*These data points represent 30 days of data using the minimum budget for Spotify self serve.

Conclusion

Spotify has an easy to use platform, great production resources, and a fair amount of targeting capabilities. Although both the tracking and reporting have room for improvement, programmatic audio via Spotify is an incredible way to generate awareness while keeping cost under control. Implementing Spotify advertising can increase site traffic by a whopping 33% while increasing overall sessions by 17%.

Be sure to keep in mind that you’re not likely to directly attribute calls or form fills from this specific marketing tactic. Such is the nature of audio advertising. But if you’re looking to boost overall site traffic and brand awareness,, you just might want to tune into Spotify ads.


Main Takeaways

  1. Increased Volume of Website Traffic

By introducing Spotify to your media mix, you can anticipate an average of 33% more traffic to your website. Of this traffic, you will see higher engagement rates on site and improve sessions by an average of 17%. With higher website traffic, we will be able to fuel our retargeting audience sizes, and in turn, become more efficient in lower  funnel tactics like display retargeting or search RLSAs.

  1. Cost Efficiency

Where else are you going to receive free audio production, thousands of impressions and tens of thousands of ads served on the world’s largest music provider? No where. Spotify’s return on investment is unmatched. For a low cost, you’ll diversify your media mix, engage the upper funnel and walk away with an increase in site traffic and a professional audio recording specific to your property. This audio recording can be repurposed for future audio buys, radio, or used in video content. The cost efficiency and benefit to audio advertising is simply unrivaled. 

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