8/18/2023 0 Comments Revenue for halo branded solutions![]() As Carlet says, however, its core focus is still on the content and creativity that its listeners can experience on the platform – and everything flows from that.We are a full-service promotional products firm, specializing in getting to know your business, your clients and developing solutions that not only fit the need, but the budget as well. Spotify is undergoing a period of change, with its priority shifting from subscription-first to a mix of subscriptions and advertising revenue. She is particularly keen to point out the power of such AI tools to aid with discovery and engagement on the platform, which would enhance that context further still. At Cannes, for instance, the platform is investing heavily in bringing some of the biggest names in audio – from bands like Foo Fighters to some of the stars of its suite of podcasts and audiobooks – in front of crowds on the Spotify beach.Ĭiting the example of a colleague whose voice is used as the basis of the AI-powered DJ within the platform, she notes that the intersection of real-world and in-app experience is powerful for creating the context in which advertisers can speak to Spotify listeners. To that end, Spotify’s priority is demonstrating the strength and breadth of its content to marketers. And a lot of our clients think about that space more as if they were thinking about TV, for example, because it's about programming.” And it’s a very interesting space because it’s a content space. Even in a market like the UK… that education is ongoing, because learn about standard audio, creative, and now we are going to broadcast. “It ’s fair to say that audio for a lot of our advertisers is very nascent. She says that while proving ROI is a priority for marketers, the market still needs education about the role of creative and content when reaching listeners. What is different, Carlet says, is the speed with which the audio ecosystem is developing. She notes that her background is in display advertising, and that digital audio advertising is following the same trajectory from manual insertion of ads, through programmatic and CTAs, to more dynamic and interesting executions.Īdvertiser demand for more accurate measurements has been a constant, not just for audio. No matter where the service is investing geographically, Carlet says that marketer and brand priorities remain the same: measurement. “Plus our client knows about their users and what they like how do we connect the tools through some great creative output that is so engaging for the listeners that they want, not only to click on it but also to come back on it.” One specifically was with Disney Plus recently, where we have really shown the best of what we can do with leveraging how our listeners consume our content. “You have to think about some of the UK campaigns. She explains that combining Disney’s content with the analytics tools and context of the Spotify player delivers a halo effect for the advertiser. Its partnership with Disney Plus in April was born from just such a discussion, Carlet says. The brand recognition, the scale of its audience (it passed 500 million users earlier this year, with the proportion of its premium subscribers dropping to around 40%) and its first-party data is allowing it to speak to huge brands around partnership opportunities. She is also keen to point out that Spotify’s name recognition is opening doors for its sales teams globally. To achieve that she explains that Spotify’s advertising sales team in India will soon be five times the size it was when she joined the business in early 2022. She states that the opportunity for Spotify in India is in building out complementary subscription-and-advertising-based options. ![]() And then we started seeing that our subscription v free trajectory was different from every other market: they were at par where for the majority of the market subscription, especially in EMEA, is the driver.” ![]() “If I think about India, that journey is so fascinating, because we started four years ago with a small sales team. And we are still definitely on track to deliver that. She said: “Now we have our CEO stating – before I joined, actually – that advertising revenue is going to be 20% of your business, which is huge. The service only launched in the country in 2019, and as its head of international advertising sales Kristiana Carlet explains, that presents it with the ability to build subscriptions and advertising with equal priority. The audio platform’s relative nascency in India is now allowing it to experiment in a way that would not have been possible in other markets. Carlet believes that India and Japan are key markets within which to exploit that opportunity. But because subscribers are still a large minority among its user base – around 40% of users pay for the service – there’s a lot of headroom for growth in non-subscription revenue. ![]()
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