Pet food brand Monge fetches outstanding results with a video ad campaign
- 150%
above Spotify CTR benchmark (1.13%; Video Takeover)
- 22%
above Spotify EXPR benchmark (0.51%; Video Opt-In)
*Expansion rate (EXPR) = the number of times an in-focus listener taps an ad to expand it, divided by the number of ad impressions
Media mix:
Brand vertical: CPG
Objective: Consideration, Video Views
Target audience: Adults 18-65+
Targeting used: Age, Device, Gender, Language, Location
Market: Italy
Flight length: 11/17/23–12/01/23
Flight length: 11/17/23–12/01/23
Agency: MediaNet
Format: Video Takeover, Opt-In Video
The Brief:
Monge wanted to celebrate its 60th birthday by sharing the heartwarming tale of founder Baldassarre Monge and his beloved canine companion, Alex. So, the brand aired a video campaign across various media channels to introduce "Monge Gift," a line of superfood-infused treats for dogs and cats.
Having already achieved impressive outcomes from an earlier digital audio ad campaign with Spotify, Monge was eager to explore video ad formats including the newly launched Opt-In Video. This non-interruptive video ad format leverages the power of machine learning to understand listening habits—and assess when users are more likely to view an ad.
The Solution:
Monge was intrigued by a Spotify study that found 71% of pet parents play music for their four-legged family members.1 In fact, streams of Spotify’s This Is Calming Music for Dogs increased by more than 330% in the U.S. in little over a year since the playlist was launched.2
To connect with these animal aficionados, Monge unleashed a strategic, month-long campaign on Spotify, utilizing multiple formats and objectives. During the first 15 days, a campaign pivot to our sound-on, Video Takeover format, was planned, featuring two videos that narrated the stories of Baldassarre and Alex. Next, Monge drove consideration with Opt-In Video ads showcasing a product video aimed at herding traffic to Monge’s website and boosting sales.
Listen and watch.
The Impact:
Monge proved an old dog can learn new tricks, as their innovative approach to video ads on Spotify resonated with pet lovers. The Video Takeover ads had a Click-Through Rate (CTR) of 1.13%—a 150% increase over Spotify's benchmark.
Meanwhile, their Opt-in Video ads achieved an Expansion Rate of 0.51%, surpassing the benchmark by 22%. Monge was able to measure success of its Opt-In Video ads using the Video Views objective in Ads Manager.
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"After years of leading in the radio world, we wanted to target a new audience through a new medium—the solution could only be Spotify. Several campaigns delivered excellent results, reaching younger audiences who embrace platforms like Spotify."
Gabriele Morra – Junior Marketing Manager, Monge S.p.A.
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"For several years now, we've included Spotify in our clients' media mix—always delivering excellent performance thanks to its premium positioning for audience quality in addition to engaging and innovative ad formats."
Alessandra Scalari – Head of Digital, Medianet S.r.l.
The Takeaway:
Monge's use of Spotify's diverse video ad formats—including sound-on and opt-in options—is a prime example of how to engage users through visual content with emotional appeal. This approach highlights the dynamic ways advertisers can captivate audiences on Spotify, where ads can be just as engaging as the music or podcasts users hear right before.3
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SOURCES:
- Spotify Has the Pawfect Playlist for You And Your Pet, For The Record, January 2020
- 1P Spotify data January 2021-January 2022, compared to January 2019-January 2020
- Spotify x MindProber, Sonic Science Vol.2, February 2023.