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15 min read

That sounds good: Audio creativity as a revenue driver

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This article originates from Jenny's talk at the Revenue Marketing Summit in Denver, 2023. 

Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.

Audio marketing is an exhilarating challenge, one that blends creativity with strategy to unlock new avenues of revenue and engagement. It's not just about music; it's about crafting experiences that resonate deeply with your audience, understanding their preferences, and aligning with their moments. 

I’m Jenny Haggard, Creative Strategy, NA Lead at Spotify, and I've navigated the evolving landscape of audio creativity for over nine years. My journey at Spotify has been about exploring the limitless potential of audio as a powerful tool for marketers. 

In this article, I'll share insights on leveraging audio, from personalized playlists to innovative podcast ads, to not just reach but genuinely connect with your audience.

Learning from Spotify's campaigns: The art of listening

As marketers, we find ourselves at the intersection of creativity and revenue generation, which I believe is the most exhilarating part of our jobs. B2B strategies have become a vital component of our approach at Spotify, adding an exciting dimension to our company's strategy.

Listening is the central component of what we do at Spotify

We are currently experiencing what I like to call an "audio Renaissance" – a resurgence of interest in playlists, podcasts, and streaming audio. As marketers, it's essential to understand how to leverage this trend. While audio might seem like new territory for many, it offers a plethora of opportunities for innovative marketing.

At Spotify, listening forms the core of our strategy, whether it's through our personalized playlists or other user-centric features. We use algorithms to reflect back what we know our users will enjoy, but at its heart, it's about paying attention to our audience.

In marketing, our primary role is to listen. We're human beings first, and then marketers. Every creation at Spotify is crafted with the user in mind. How will our fans interact with it? What will resonate with them? This focus on listening to our consumers and customers is what drives our success.

Audio is not just a buzzword; it's a powerful tool that, when used correctly, can significantly enhance our marketing strategies. By focusing on the human element of listening and understanding our audience, we can create more engaging and effective campaigns. As marketers, let's embrace this audio Renaissance and explore the endless possibilities it offers.

Embracing the audio tipping point: Opportunities for marketers

The landscape of audio has reached a pivotal tipping point, presenting a plethora of opportunities for marketers. At Spotify, we've witnessed this shift firsthand, with our platform now reaching over 180 markets and engaging 500 million listeners, more than half of whom use our free service. This prevalence of free access is a crucial aspect, as it reveals a fundamental truth: people love free offerings.

With over half of our users on the free tier, they are exposed to ads, which is incredibly advantageous for marketers. The platform sees about 10 billion discoveries monthly, indicating that users flock to Spotify not just to listen but to discover. This aspect of discovery is what makes Spotify an excellent platform for brands.

What's fascinating about our 500 million listeners is the personalization of their experience. Whether someone's a fan of the Ringer podcast, can't get enough of Bad Bunny's latest hit, or is searching for the saddest songs to mend a broken heart, Spotify has it all. With 100 million tracks, four billion playlists, and five million podcast titles, the platform truly offers something for everyone.

Spotify stands as an open platform, welcoming everyone from singer-songwriters and podcasters to brands, marketers, and even poets. This inclusivity is a testament to the versatility of audio as a medium.

Having worked across various media formats, I’ve observed a common misconception: equating radio with audio. These two are distinctly different. Radio typically involves a one-to-many approach, whereas streaming audio on platforms like Spotify creates a more intimate, one-on-one connection with each listener. This intimacy is a powerful tool for marketers, enabling personal and impactful communication.

The magic of audio engagement

Users spend an average of over two and a half hours a day on Spotify, underscoring the immense potential for engagement. This combination of a personal listening experience and high user engagement creates what feels like magic. It’s a blend of art and science that provides an unmatched opportunity for brands and marketers to connect with their audience in a meaningful way.

The evolution of audio presents an unprecedented opportunity for marketers to tap into. With its personalized experiences and broad reach, audio is not just a trend but a transformative medium that's reshaping the landscape of marketing and brand engagement.

Written by:

Jenny Haggard

Jenny Haggard

Jenny Haggard, Creative Strategy, NA Lead at Spotify

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That sounds good: Audio creativity as a revenue driver