What does Spotify contribute to a cross-media campaign? The “Wallapop” case

How does advertising work on Spotify compared to on other media? This is a question many advertisers ask themselves, but which only a methodology such as FLUZO’s is able to answer. What’s more, it is an issue we have already tackled twice during exercises for Spotify Advertising. The first time we did it while analyzing a BBVA campaign. And now the second analysis is being published, this time on a “Wallapop” campaign.

Together with “The Cocktail Analysis”, we analyzed a campaign that combined TV, Digital (including YouTube, Facebook, Instagram, TikTok and Twitch) and Spotify, focusing on video performance (a higher cost) over audio performance (a lower cost). The results that both achieved were similar or, in the case of audio, better regarding campaign effectiveness, brand image and awareness. Specifically, the following conclusions stand out:

• Although TV was the medium that achieved the greatest reach, the music streaming platform had 5% reach and an average of 3 impacts per person; almost double that of digital in spite of relying on only two advertisements.
• 20% of exposure achieved with Spotify was totally exclusive compared to 7% of digital exposure.
• Spotify reaches the youngest audience segment (18-24 years old) who are digital native and harder to attain. 6% of the audience with TV exposure belong to this segment vs. 15% with Spotify exposure.
• Audio advertisements on Spotify generate similar levels of recall to other formats but with greater effectiveness among all those impacted: they transmit key brand messages more effectively – 95% of individuals regard Spotify’s audio ads as clear versus 87% for video ads.
• Spotify mobilizes users to buy and consider the brand for future purchases to a greater extent – advertisements on Spotify made 82% of users consider “Wallapop” for future purchases, ten points higher than video-, and helped the platform seem more interesting to 79% of them – another ten points over video.

Download the full study (unfortunately, only a version in Spanish is available) by filling out the form below.