Spotify and Nielsen have extended their relationship to now include the adoption of Nielsen Brand Effect across Spotify in several markets across the globe including Australia.
According to the announcement, this will allow marketers to measure and optimise their national advertising on Spotify and gain a deeper understanding of how their ads affect brand lift with their target audience.
With the integration of Nielsen Brand Effect, Spotify aims to help advertisers 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. Spotify argues this will help marketers make more informed media investment decisions across their mix and drive increased campaign performance on Spotify.
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.
“Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust,” Brian Benedik, global head of advertising at Spotify said.
“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,” he said.
Commenting on the latest collaboration with Spotify, Neilsen’s senior vice president of digital solutions, Jessica Hogue said modern marketers are facing questions across every facet of their advertising execution, and this collaboration with Spotify will help provide greater clarity into the campaign optimisation 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 maximising the value of their investments,” Hogue said.