Amplified Intelligence, a renowned authority on precise attention measurement, in collaboration with Spotify, has released insights from their recent study aimed at establishing attention benchmarks and norms within Spotify and similar platforms leveraged by brands for targeted advertisements. The research also delved into the correlation between mood and attention across these advertising channels.
Here are the key findings from the study:
Spotify Video Boosts Brand Uplift by 50%: The research indicates a notable 23 percentage point increase in brand uplift when utilizing Spotify Video compared to Spotify Audio. With consistently high Short Term Advertising Strength (STAS) scores, Spotify offers an attractive landscape for advertisers, encompassing both audio and video ad formats.
Synergy Between Spotify and Social Media Campaigns: Advertising on Spotify amplifies the impact of social media campaigns by an average of 28 points. Brands leveraging a mix of platforms witness a substantial rise in STAS scores, enhancing the visibility and effectiveness of their social media endeavors.
Positive Mood Enhancement: 30% of respondents on Spotify reported experiencing a more positive mood, with a 12% increase in individuals feeling great after listening to music. In India, this sentiment is notably higher at 30%, showcasing a 2.5x increase in people feeling great post-engagement compared to scrollable social experiences. This improvement signifies a 6% increase over reported improvements in mood from social media interactions.
Amplified Intelligence utilized its cutting-edge technology, attentionTRACE®, to evaluate the value of Spotify’s advertising solutions by capturing contextual location and mood data to understand their influence. These detailed insights into consumer behavior in a vast market like India support Spotify in providing brands with a proven avenue to capture active attention effectively.
Furthermore, Amplified Intelligence adapted attentionTRACE® to assess Spotify’s video and audio content, generating comparable STAS scores for active, passive, and non-attention metrics. Through facial recognition software and data from 2,500 individuals in India, the study analyzed over 7,900 ad views to measure user attention.
Martyn U’ren, Head of Marketing Research and Intelligence JAPAC at Spotify, emphasized the importance of identifying impactful metrics for campaigns, showcasing how creativity on high-attention platforms drives stronger outcomes and business impact. Karen Nelson-Field, Founder and CEO of Amplified Intelligence, highlighted the significance of measuring attention and emotional responses to ads, underscoring how these metrics enhance effectiveness and foster audience engagement.
About Amplified Intelligence:
Amplified Intelligence is a global leader in online human attention research and measurement, pioneering AI-driven technology and world-class research to facilitate more efficient and successful ad campaigns. Recognized for its innovation, the company received the “Most Effective Use of AI Machine Learning” award at The Drum Awards for Digital Industries 2022 for its advancements in human attention metrics. Established in Adelaide, Australia in 2017 by Dr. Karen Nelson Field, the company aims to redefine media trading by prioritizing attention, ensuring fairness and accountability in advertising. Notable clients include Dentsu, IPG, OMG, Publicis, WPP, and prominent brands like Meta, Spotify, and PepsiCo.
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