ORLANDO, Florida - Having afforded three major brands 100% share of voice for 30 minutes at a time, it will be interesting to see how Spotify measures return on that exclusive consumer exposure. The streaming music service is still in a beta test of its "vertical video experience" with Baccardi, Bose and Gatorade, according to Liberty Kelly, Head of Sales for the Americas.
In Spotify's first trip to the Masters of Marketing Conference of the American Association of Advertisers, Kelly says in an interview with Beet.TV. that the key to the Branded Moments offerings is enabling listeners to mirror the "authenticity" of music.
"When we have 100 million active users connecting with over 30 million tracks against 2 billion playlists, that turns into something, and that something is a moment," says Kelly.
One can easily imagine Gatorade sponsoring a 30-minute block of exercise-inducing tunes, or Baccardi if people select their favorite party accompaniment. Spotify wants brands to be there in those moments so they can "own this experience end to end," Kelly explains. "You've never been able to do this before."
The brand exposure encompasses an end cap, a vertical video and a mobile overlay for 30 minutes. "Anytime a listener press shuffle play, they're going to be experiencing a relationship with that band. And that's going to last 30 minutes, brought to you by Gatorade, or Bose, or Baccardi," she says.
Asked how the return for the brands will be quantified at the end of the beta period, Kelly says Spotify is examining "what's going to be the most effective way" to measure it. "We're building in another layer of authenticity there. Unlike any other medium, it is a reflection of yourself," Kelly says.
We interviewed her at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet's coverage is sponsored by Cadent. For more videos from the series, please visit this page.
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