The Brief

IONOS came to Spotify with a clear objective: Build brand awareness and boost website visits from small- and medium-sized businesses, designers, and developers. The brand sought to increase reach and product consideration while keeping a close eye on ad frequency to avoid overwhelming their audience with repetitive messaging.

The Solution

IONOS set up two campaigns using audio and video creative that was already airing across TV and radio. By repurposing existing content, the brand was able to maximize their resources—all while delivering a familiar message to engage their target audience on Spotify.

IONOS optimized their first campaign for delivering ad impressions. After the brand realized Spotify's strength in driving both upper- and lower-funnel outcomes, they launched a second campaign to drive traffic via Spotify Ads Manager's click objective. To prevent ad fatigue, IONOS also implemented frequency caps across their chosen ad formats—an approach that kept the content fresh and engaging.

The Impact

Both audio and video creative saw impressive click-through rates of 0.38% and 1.21% respectively, compared to Spotify's benchmarks of 0.22% and 0.74%. By monitoring internal metrics, IONOS also found that Spotify ads were often seen prior to website visits.

The Takeaway

An impactful, multi-format campaign that drives full-funnel results doesn’t need to reinvent the wheel with new creative. Existing audio and video assets can go a long way when it comes to driving awareness and clicks—and help save you time and resources to focus on your business.