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Is your brand tapping into the Power of Audio?

An introduction to Spotify’s three-part guide to moments-based marketing for a mobile-first world.

Streaming audio is revealing profound insights about consumers. The ability to understand how people are feeling—not just what they’re doing—is a remarkable opportunity for brands to connect with audiences.

This content series brings The Power of Audio to life through videos, consumer and expert interviews, creative tips, and ad effectiveness lab research commissioned from Nielsen.

The Power of Audio – Chapter One

The first of Spotify’s three-part guide to moments-based marketing for a mobile-first world.

The Moment – How we listen now.

 

Champagne popping. A baby’s heartbeat. That time you heard Dark Side of the Moon and *blew* *your* *freaking* *mind.*

Our lives are shaped by what we hear—and each one of us has a unique soundtrack. Ever since streaming gave us instant, on-demand access to all the world’s music and podcasts, it’s become easier than ever to personalize that soundtrack.

What is it about audio that has the whole world pressing play? What does it mean for marketers? And where will trends like voice activation, connected devices and personalization take audio next?

In this first chapter titled ‘The Moment’ – uncover how we listen now. How Audio is everywhere, intimate and evocative, and what’s next for brands in the space.

Get the the full chapter here – with a handy one-sheet available to download.

 

The Power of Audio – Chapter Two

The second of Spotify’s three-part guide to moments-based marketing for a mobile-first world.

The Impact – Messaging that Works

 

“Rolling out of bed, the first thing I do is unplug my phone from my charger, go straight to my speakers and plug in my aux cord. Music helps me pick up the pace, get a bit more lively and attack the day.”

That’s Greg, one of the many consumers we spoke to about how they listen to audio in Chapter 1 of our Power of Audio series. And he’s far from alone. Thanks to streaming and mobile devices, people are soundtracking their lives more than ever, with content that reflects who they are, what they’re doing and how they’re feeling in the moment—whether it’s workout time, bedtime or downtime.

When we explore the habits of millions of individual listeners and map them all out, what results is an incredible creative canvas. By leveraging data and insights about how people listen, you can now connect with audio messages that appeal to your audience’s state of mind.

How can you make audio work for you? In this chapter, we break down a few keys to tapping the creative opportunity.

Get the the full second chapter here – with a handy one-sheet available to download.

 

The Power of Audio – Chapter Three

The second of Spotify’s three-part guide to moments-based marketing for a mobile-first world.

The Future – What’s Next

 

We experience every moment of every day through listening. Playlists, podcasts, stories and sounds fuel our emotions, shape our identities and keep us entertained. But what happens when those moments become fully seamless, or even screenless?

As voice interaction gets smarter, personalized content scales and immersive VR and AR experiences improve, listening will become the essential driving force behind our everyday interactions with technology.  Here’s what to expect from the future of audio in the final installment of our series.

Get the the full third chapter here – with a handy one-sheet available to download.

 

 

So what is The Power of Audio?

To find out, we asked industry experts who think about audio all day long—from neurologists and artists, to marketers and content creators—and spent time with consumers from all walks of life to explore the role of audio in consumers’ lives and its impact for brands and advertisers.

Fourteen experts were interviewed and 46 consumers were tasked with creating audio diaries, (four were interviewed in depth in the US, UK, Brazil, & Japan) between September and November 2016. Custom panel-based research measuring the effectiveness of audio advertising was conducted in partnership with Nielsen Content Solutions, December 2016 through January 2017.

 

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