Measure the impact of your ads with Spotify Brand Lift

What is brand lift?

Reach and engagement metrics are important, but it’s often difficult, if not impossible, to rely solely on them to understand the impact of campaigns on brand reputation and perception. Brand Lift fills that knowledge gap and helps advertisers accurately measure the effectiveness and brand impact of their audio, display and video ads.

Leveraging a test and control methodology, Spotify Brand Lift works by prompting listeners (both those exposed to Spotify campaigns and those not) to answer three questions on the platform. To do. Differences in responses between the public and control groups help advertisers understand the value of her Spotify ads and how well they perform independently of other marketing efforts.

How does Spotify measure brand lift?

First, advertisers and agencies work with the Spotify sales team to identify their brand purpose and target audience.

When your campaign launches, Spotify randomly assigns your target audience to test segments (groups of listeners who see ads) or control segments (groups of listeners who don’t see ads). These various segments are polled with surveys directly within the Spotify app for up to 48 hours after exposure (or non-exposure) to the ad. All other factors were held constant, so any difference in results could be attributed to listening to or seeing an ad on Spotify.

At the end of the campaign, these differences help determine the impact the campaign had on key brand metrics such as ad recall, awareness, and consideration.

Experience the power of Spotify

Since we first launched Spotify Brand Lift in 14 international markets last year, we have provided brand impact research for over 1,500 Spotify campaigns across audio, video and display. We also saw an impressive average +10 point lift in ad recall, +5 point lift in brand awareness and +4 point lift in message association across the various categories.

Pampers, an early adopter of Spotify Brand Lift, discovered the combined effect of audio and video on brand metrics such as ad recall and message association. By successfully reaching young millennial parents with a multi-format campaign that utilized both audio and video, the popular diaper brand saw a 23 point increase in ad recall and a A certain “innovative stop & protection pocket”.¹

ready to grow your Brands with metrics that matter? Contact the Spotify Ads team or Contact us below Learn more about how Spotify Brand Lift can improve your marketing efforts.