Pan Macmillan pens a success story with an Opt-In Video ad campaign
UK book publisher Pan Macmillan took “New Year, New Me” to a new level by promoting a new goal-setting book, *The Greatest Manifestation Journal*, with Spotify's Opt-In Video ads—exceeding all benchmarks.
- 45.7%
Video Views Rate (32% benchmark)
- 0.45%
Expansion Rate (0.41% benchmark)
Media mix:
Brand vertical: Publishing
Objective: Awareness (Video Views)
Target audience: All Ages, Interests including Books, Culture & Society, Studying & Focusing
Market: UK
Flight length: 30/11/2023 – 28/12/2023
Activation channel: Spotify Ads Manager
Format: Opt-In Video
The Brief
For this campaign, Pan Macmillan wanted to drive Awareness for the launch of The Greatest Manifestation Journal and an accompanying audiobook. They aimed to use video ads to create an immersive experience and drive consideration of using the book, around a key purchasing moment in the new year.
The Solution
Spotify's Opt-in Video ad format helped Pan Macmillan leverage the power of machine learning at scale. Delivered in the Now Playing View (NPV) when the app is in focus, the compelling video ads positioned the book alongside songs that users were streaming in order to deliver high viewability and boost consideration.
In addition, using Opt-In Video helped ensure Pan Macmillan reached users who were more likely to view their ads—and ultimately, engage with the brand's message.
The Impact
By taking advantage of Spotify’s Opt-In Video ad format, Pan Macmillan achieved a video view rate of 45.7% and an expansion rate of 0.45%—outperforming benchmarks of 32% and 0.41%, respectively.
Being able to promote the book through Spotify, where we know our audience is engaged, was not only a key touchpoint of the marketing funnel, but also an integral part of our campaign.
Andy Joannou
Audience Development Director at Pan Macmillan
The Takeaway
Spotify's Opt-In Video ads can be a highly effective format for brands looking to get their message seen and heard during different moments in the consideration journey.