Everyone knows Spotify. It’s undoubtedly one of the most popular audio streaming apps. According to Spotify’s official statistics, its platform was the choice of 39% of Quebecers who listened to digital audio services in May 2021, making it the number 1 digital audio platform in Quebec. No doubt: the audience is there! Although the app is particularly popular for music or podcasts, few companies see it as an advertising tool… and yet!
Traditional radio: still present, still relevant.
To ensure optimal visibility and increase their company’s notoriety, the combination of web and radio campaigns is a favored strategy by many, for good reason.
Well-executed and combined with a high-performing digital campaign, traditional radio represents an excellent “drive-to-web” tool.
However, radio, especially in major urban centers, also comes with its share of entry barriers and disadvantages. The first hurdle is budget. Advertising on the most performing stations and securing an adequate frequency there requires substantial sums.
This is where Spotify becomes a very interesting solution, or a complement.
The benefits of digital… in an audio format!
The ability to conduct targeted campaigns and measure results is undoubtedly at the top of the list of digital advantages, across all platforms.
Delivering the right message to the right person at the right time is the challenge for every marketing specialist.
Advanced targeting options, as we know them today on major digital advertising platforms, allow Spotify advertisers to run audio campaigns for a much lower budget than traditional radio, paying only to reach people in the right area!
It is possible to target the audience by age, gender, location, language, and even habits.
Imagine the possibilities… hello, creativity!
To read the full article by our colleague Jean-François Breton, visit: www.automedia.ca/publicite-numerique-ou-traditionnelle-spotify-le-meilleur-des-deux-mondes
