Spotify explores new advertising opportunities

Spotify explores new advertising opportunities

The average customer spends 25 hours a month streaming music on Spotify. Spanning 65 markets, Spotify’s audience has, to date, created two billion playlists from a library of more than 35 million songs. Europe is the company’s largest market with 58 million monthly active users, accounting for 37% of its total audience. Spotify claimed a 42% share of the global streaming market in 2016, boasting a 95% share in Sweden, 59% in the UK and 41% in the US. Creating 3D sound Exploring the possibilities of extending its ad revenue, Spotify is working on different formats including podcast collaborations with publishers like Buzzfeed, sponsored playlists and skippable audio ads. In March, Spotify released its first 3D audiovisual advert in partnership with Lionsgate UK for the release of the horror film, Ghost Stories. Audio from the trailer was repurposed to give a 3D audio effect, creating an immersive experience. The ad received click-through rates up 50% from benchmark level. They also rolled out a self-service Ad Studio to the UK, this allows brands to create their own Spotify adverts. The advertiser can pick its audience based on age, gender, location, activity and musical taste, they can then select mobile, desktop or both, budget and dates. This week, Google announced that DoubleClick Bid Manager, its demand-side platform, will now feature programmatic audio ads that can be placed on Spotify, SoundCloud, TuneIn, Pandora, and Google Play Music.   Are you interested in how Spotify could work for you? Give our team a call on 02921 320 200 or an email at...
British Birds of Prey Centre opens in National Botanic Garden of Wales

British Birds of Prey Centre opens in National Botanic Garden of Wales

The British Birds of Prey Centre opened its doors for the first time on Friday 1st June. The new Centre features 20 native brds of prey and offers visitors incredible, close-up encounters with hawks, falcons, kestrels, kites, buzzards and even eagles. The centre’s director Emma Hill told the Garden: “This will be one of the very few places in the whole of the UK you can see a golden eagle flying.” Already a hit with people of all ages, the Centre has two flying displays every day and a daily owl show too. The Botanic Garden’s director Huw Francis welcomed the news of the British Bird of Prey Centre opening, saying that, with this latest addition to the menu of attractions, the Garden offer is getting close to being irresistible: “With rising visitor numbers, great reviews and a growing reputation, the Garden really is going from strength to strength. This June 1st opening is another huge milestone for us and we cannot wait to introduce our visitors to the fantastic world of birds of...
Is a pre-watershed junk food advert ban going to work?

Is a pre-watershed junk food advert ban going to work?

ITV’s chief executive, Carolyn McCall, has criticised plans for a possible ban on advertising foods high in fat, salt and sugar on TV before the 9pm watershed. McCall went on to say that TV was being singled out, while other platforms didn’t have the same watershed. However, the restriction is supported by celebrities such as Jamie Oliver, a range of charities and MPs. While McCall acknowledged the UK-wide obesity problem, she said that the issue is getting people to see junk food as part of a diet, not all of it. She also referenced the recent sugar tax, adding that ITV would “try very,very hard” to encourage manufacturers to reformulate products which include sugar, fat and salt. The idea has also been criticised by the Advertising Association. They say evidence suggests that advertising has only a small impact on dietary behaviour, and other steps would be much more effective in tackling obesity. Opposition to the sugar tax The sugar tax that was introduced in April this year was met with differing actions by manufacturers. Tesco brought 85% of its own-brand soft drinks below the 5g tax threshold, while Britvic had managed to bring down 94% of its drinks. Meanwhile, AG Barr, owner of iconic Scottish drink Irn Bru, faced stiff opposition from customers when it published plans to bring sugar levels down to 4.7g per 100ml. An online petition “Hands Off our Irn Bru” has now been signed by 50,000 people. The dilemma facing manufacturers was that a major recipe overhaul would lose them more customers than a higher price. Coca-Cola, for example, said they had no plans to reduce the...
#flashbackfriday: Gregory & Gregory

#flashbackfriday: Gregory & Gregory

This week we were tickled by the re-brand of Greggs as hipster-foodie outlet “Gregory & Gregory.” But pastry fans can breathe a sigh of relief, as Greggs were just pranking foodies at gourmet festival, Syon’s Park Foodie Festival. Promoting their new summer menu, the chain recorded customers reactions to being told their posh snack was in fact, Greggs. Foodies Festival is a three-day event attended amongst some of the biggest names in the business including Michelin-starred chefs from the UK’s top gourmet restaurants and TV chefs. Gregory and Gregory were bebuting new menu items such as a feta and beetroot dip salad with a roast vegetable grain, an oriental chicken sticky rice salad and their first ever vegan addition – a Mexican bean wrap. When told he was in fact eating Greggs, one surprised festivalgoer said: “You wouldn’t normally find me in a Greggs but I think what they’ve done with these new salads is brilliant. I’ll certainly be popping in there for lunch in future.”...
The battle for top spot: Snapchat, Instagram and Facebook

The battle for top spot: Snapchat, Instagram and Facebook

It’s been a rocky start to 2018 for some of the social media giants! When Instagram began testing adverts, they had just reached 150 million daily users. This month, Facebook has announced they are rolling out the function in the US, Brazil and Mexico. Eytan Oren, CEO of full-service agency Block Party, said his agency tracked 100 brands for two weeks in March and found that 79 of them were using Instagram Stories, while just seven were using Facebook’s version, but a look at those same 100 brands today revealed that seven had posted Facebook Stories in the past 24 hours alone. A year ago, the stories function in the Facebook app wasn’t well-known, or well-used. But now, the function is being used more and more, and the hope is that the ads will be targeted to get people interested in new products and services. Instagram are also releasing new features; the ability to add an image post to your story was added last week, allowing users to easily share content. However, Snapchat is faring less well than the other “big two” after a disastrous re-design earlier in the year. The new offering from Snapchat is the introduction of un-skippable ads and it may not be their best move. Snapchat attempt to appease unhappy advertisers To appease brands that were not happy with short average view times on their ads—less than 2 seconds on average, according to top Snapchat advertisers, the platform has introduced forced-view 6-second adverts. As well as the possibility of angering users, the adverts don’t link to longer videos or e-commerce sites as they did previously....