Bupa boosts brand awareness and ROAS with Spotify Ad Exchange
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Discover how healthcare provider Bupa drove double-digit brand awareness lift, stronger engagement vs social media, and incremental ROAS through the Spotify Ad Exchange and Yahoo DSP.
Media mix:
Agency: Atomic 212°
Brand vertical: Healthcare
Objective: Awareness & Consideration
Target Audience: Adults 18+ in AU
Market: AU
Inventory: Music & Podcasts
Formats: Audio Everywhere, Video In-stream, HPTO, In-feed, and Podcast ads within Spotify Audience Network
The Objective
Bupa, a leading healthcare company, was looking to drive brand awareness through a pricing promotional campaign during the busy EOFY period for health insurance providers in Australia. As a regular advertiser with Spotify, they understood the value of audio ads to engage with their audiences on Spotify, where 85% of users say Spotify helps them enjoy key daily moments.1
With the launch of the Spotify Ad Exchange and the increasing industry shift towards the dynamic, outcome-based buying of Private Marketplace (PMP) deals, Bupa’s agency, Atomic 212º, saw the opportunity to expand their activation and test Spotify audio PMPs via the Yahoo DSP against social—another biddable platform in their omnichannel strategy.
The Solution
Teaming up with Atomic 212º and third-party measurement partners Adelaide and Neuro-Insight, Bupa activated Spotify PMP deals via the Spotify Ad Exchange to create a social vs programmatic biddable study. They also activated formats via Direct IO and measured brand impact using our first-party solution, Spotify Brand Lift. The goal was to:
1. Measure brand lift and ROAS
2. Understand the share of attention and engagement between biddable channels
Running programmatically via Yahoo DSP, the campaign delivered audio and video ads to Australian adults across Spotify’s podcast and music inventory.
The Impact
Thanks to Yahoo DSP’s outcome-based bidding on audio—as well as a diversified media mix of podcast, video and display via Direct channels—Bupa achieved 46% incremental ROAS, an +8 point lift in Ad Recall and a +12.1 point lift in Brand Awareness among its target audience.
+8pts
Ad Recall
46%
incremental ROAS
+12pts
Brand Awareness
In addition, the Adelaide in-media attention study and the Neuro-Insight creative study showed that Spotify audio and video ads commanded more attention and more emotional impact than social media. They also included a sonic cue for the Bupa brand in creative production, which led to an additional lift in memory retention.
More attention
The Adelaide attention study highlights Spotify’s in-media performance over social, with both audio and video formats commanding higher attention.
1.7x
higher attention vs social (Spotify Audio ads in music)
1.9x
higher attention vs social (Spotify Audio ads in podcasts)
1.9x
higher attention vs social (Spotify Video ads)
More emotional impact
Neuro-Insight’s creative study highlights Spotify’s creative impact over social—driving more engagement, evoking stronger emotions, and leaving a longer lasting impact compared to the tested social media platform.
+7%
engagement
+13%
emotional intensity
+25%
detailed memory
Neuro-Insight’s creative study shows the value of both brand name mentions and sonic branding.
The results of memory encoding revealed that a potential driver of high attention was the combination of Bupa and sonic branding (a jingle, or sound that’s associated with the brand—like the pop of soda or the crunch of a cookie) at the end of their audio creative.
Linking attention to performance is critical for all of our clients, including Bupa. By working with Yahoo DSP and Spotify combined, we unlocked incremental growth by delivering both stronger attention and measurable ROl for Bupa.
Tom Sheppard
General Manager of Media Technology, Atomic 212º
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