Spotify is looking to reach advertisers, publishers and creators with its first global B2B brand campaign

“All Ears On You,” created by FCB New York, is designed to show advertisers that Spotify listeners are fully immersed in the listening experience.

The campaign is running across digital video, OOH placements, social media – including a focus on platforms like LinkedIn – and, of course, digital audio. The campaign is global with activations in Canada, the US, U.K., Australia, New Zealand, Germany, Mexico and Spain, with other priority markets being added by end of year.

UM handled the media buy, both globally and in Canada.

Spotify has spent much of 2021 launching new offerings for advertisers. While the big one has been bringing programmatic buying to the platform with its own audience network, in Canada, it has also included things like playlist sponsorship and improved measurement. That has already resulted in ad revenue growth for the company.

The insight behind the campaign is based on the findings of a study conducted with Neuro-Insight called Sonic Science that shows that Spotify and digital audio are more immersive and engaging than digital video, social media, TV and radio.

Other findings of the study show over 80% of respondents said they use music and podcasts when going for a walk, exercising, chores, working, commuting or relaxing indoors. A majority of study participants (66%) said there’s too much visual stimulation in the world today, and that audio provides a nice escape from it.

Neuro-Insight also measured the brain activity of users listening to different types of audio and found that Spotify provided the most engaging audio experience – 9% greater than other digital audio platforms and 34% greater than radio.

The study also found that digital audio ads see nearly the same level of engagement as music and podcast content, with 93% of the brain’s engagement with the content transferred directly into ad engagement.