Spotify’s National Ads Get Marketer Bump With Nielsen


Attention, broadcast radio C-Suiters: One of your biggest competitors for audio entertainment has just expanded its relationship with the nation’s leading audience measurement company as part of a plan to give marketers better ROI and optimization of their national advertising.

Spotify on Tuesday signed on to adopt the Nielsen Brand Effect platform for the U.S., Canada, Mexico, United Kingdom, Germany, Spain, France, Netherlands, Japan and Australia. This, Nielsen says, will allow marketers using Spotify to gain a deeper understanding of how their ads resonate and affect brand lift with their target audience.

Advertisers will also be able to delve more closely into how their messages connect with audiences and examine the effectiveness of campaigns in raising brand awareness, perception and purchase intent.

The integration captures exposure to audio, video, and display formats heard or seen across desktop, mobile and connected devices. These insights, Nielsen says, will help marketers make more informed media investment decisions across their mix and drive increased campaign performance on Spotify.

“Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust,” said Brian Benedik, Global Head of Advertising at Spotify. “As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers. With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

Nielsen SVP/Digital Solutions Jessica Hogue added, “Modern marketers are increasingly faced with questions across every facet of their advertising execution and we’re excited to collaborate with Spotify to help provide greater clarity into the campaign optimization process. Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximizing the value of their investments.”

Spotify’s adoption of Nielsen Brand Effect marks the latest expansion in the two companies’ collaboration.

The company currently provides clients with the ability to use Nielsen Digital Ad Ratings to measure audience reach across campaigns on Spotify. In addition, Spotify uses Nielsen Catalina Solutions to demonstrate offline sales lift and works with Nielsen Media Lab and Nielsen Consumer Neuroscience to capture audience engagement.