News & Insights

Audio video advertising: the ultimate tonic for campaign success

Spotify offers audio and video advertising on one easy-to-use platform. Here, we break down each format's unique superpowers—and make the case for why combining them can augment your campaign.

To match the personalized and immersive experience Spotify has created for fans, we offer brands various ways to thoughtfully reach their audience throughout the day, across different formats and devices. You can get your message heard with audio ads in screenless moments, and engage Spotify users with video ads that leave a lasting impression.

Ad Studio, Spotify’s self-serve advertising platform, lets you combine audio video advertising to maximize the impact of your message, and drive even better results. With both audio and video integrated into your campaign, you can create captivating, personalized ads for your target audience based on how they tend to interact with the Spotify app.

Let’s take a look at the benefits of audio and video advertising, and see how some advertisers have leveraged both to create ad campaigns that blew the roof off their target metrics.

The benefits of audio ads

Soundtracking “unreachable” moments

It’s no secret that people come to Spotify to listen—whether it’s for entertainment, motivation, or simply to enhance the moment. In our sound-on environment, audio ads fit seamlessly into a listening-only experience, letting advertisers connect with listeners in moments when visual media can’t.

Flexibility and efficiency

With Ad Studio, all you need is a script for your audio ad. We can help you with the rest—for free. You can also record and upload your own ad, if you prefer. Either way, you don’t need to limit yourself to one creative idea—you can easily create multiple versions of your message to test engagement, or even add video elements to create an immersive audio visual experience for your listeners.

Immersing the listener

With audio media advertising, there’s no limit to storytelling—it can communicate emotions and capture moods in seconds, allowing listeners to paint a picture with their imagination. And you don’t need a huge budget or production crew to make it happen.

Audio storytelling in action

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Pop on your headphones and listen along to Alex’s Saturday to hear how simple, yet powerful audio storytelling can be.

The benefits of video ads

Video engagement is on the up

People are watching more and more video on Spotify. In fact, time spent with video content has increased by 48% year over year—driven mostly by video podcasts. Gen Zs are leading this growth, spending 136% more time with video on Spotify year over year.1

A multi-sensory experience

Video ads on other platforms are often played on mute, but not on Spotify. The sound-on environment means you can tell stories with both audio and visual elements—and feel confident they’re being seen and heard. Plus, this sensory combo extends your creative options, giving you the immersiveness of audio with the helpful visual cues of video.

Cross-channel throughlines

If you’re running a big campaign across other visual channels like TV, social, or out-of-home, it can be helpful to tap into Spotify’s visual moments to quickly associate your Spotify ad with your overall campaign.

Video storytelling in action

Using Spotify Ad Studio’s Video Takeover, Unilever made humorous, hip-hop-scored video shorts for its AXE Gold body spray in Germany.
unmute audio

The case for audio + video advertising

Spotify’s ad technology is fuelled by user context, meaning we optimize when to serve a video ad and when to serve an audio ad based on how a user is interacting with the app. We serve audio ads when listeners are streaming and not looking at their screens, and video ads when the Spotify app is in focus. So there's an opportunity for advertisers to reach their audience as they use Spotify in different ways throughout their day.

Moreover, our Consumer Decision Journey research shows that multi-format advertising on Spotify is influential across the entire path to purchase. During the earlier stages—when brand awareness is often established—we found that ads played during music listening sessions (i.e. in between songs) were 2.6 times more effective than the all-media average. Similarly, ads read out by trusted podcast hosts during the latter stages of the journey—when consumers are often choosing which brand to buy—are 2.1 times more effective.2

Audio video advertising performs better across the entire funnel:

  • 7%

    higher brand awareness

    ...with audio video advertising, compared to audio only.3
  • 27%

    higher purchase intent

    ...with audio video advertising, compared to audio only.4
  • 66%

    more incremental sales

    ...with audio video advertising, compared to audio only.5

An audio video advertising case study

Toyota's Spotify ad campaign to promote their Corolla Cross model through a strategic combination of audio and video ads is a great example. Targeting a young, diverse audience, the brand's multi-format approach helped them reach Spotify users throughout their daily digital journey—and deliver against their objectives, which included raising awareness (+35 pts) and consideration intent (+9 pts) among the target age group.6

So while audio and video each have their own superpowers, running both formats at once tells a holistic, impactful story to listeners—and may significantly boost your chances of campaign success.

Ready to create a multi-format ad campaign?

Sign into Ad Studio to build a self-serve campaign, or get in touch to start a conversation about creating a more custom experience.

Source: 1. Spotify First Party Data, Q2 2023 2. Spotify Consumer Decision Journey 2023. Base: 11,145 Spotify users (both free and premium users). Adults 18-65 with recent purchases (from the last 7 days to the last 12 months) in a measured category (Food & Drink, Personal Care, Beauty, Fashion, Technology, Auto) across France, Germany, Italy, Spain, UK, US. Index scores and comparisons are against media touchpoint averages. Media touchpoint average=average of 32 touchpoints including TV, print, online video, outdoor, search, display, and social media ads. 3, 4. US Nielsen Brand Effect & Kantar Brand Lift Insights, Data through 2023 5. US NCS, 1/13/2020-3/31/2023 6. Nielsen Brand Effect Study, Nielsen Podcast Sponsorship Effectiveness

This is an updated version of a story originally published in August 2020. We aim to keep our content fresh and up to date so that advertisers have access to our most relevant first-party data and insights.

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