“Spotify doesn’t come to mind as a tried-and-true video ad platform. Media planners think of it as a digital audio platform.”
Overcoming that challenge has led Spotify to winning the B2B category in the recently announced Drum Awards. The Drum is a leading global publisher for the marketing and media industries.
The goal was to increase the perception of Spotify as a video-plus-audio platform, by making a campaign that drives consideration “in a distinctly Spotify way.” The result: the first music video coded and experienced entirely in a media plan.
In what seems like an extraordinarily granular and labor-intense process, the Spotify sales staff were given something called a “Spreadsheets generator” — an Excel file with two tabs: one containing the usual client RFP responses, and the other containing an individually customized music video. (Cleverly called “Spreadbeats.”)
The result was an individually customized multimedia presentation.
Fully understanding the back end of this innovation requires a level of technology explanation that exceeds our capacity to understand. But HERE is the explanatory video.
