ORLANDO, Florida \u2013 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 \u201cvertical video experience\u201d with Baccardi, Bose and Gatorade, according to Liberty Kelly, Head of Sales for the Americas.<\/p>\n
In Spotify\u2019s 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<\/a> offerings is enabling listeners to mirror the \u201cauthenticity\u201d of music.<\/p>\n \u201cWhen 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,\u201d says Kelly.<\/p>\n 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 \u201cown this experience end to end,\u201d Kelly<\/a> explains. \u201cYou\u2019ve never been able to do this before.\u201d<\/p>\n The brand exposure encompasses an end cap, a vertical video and a mobile overlay for 30 minutes. \u201cAnytime a listener press shuffle play, they\u2019re going to be experiencing a relationship with that band. And that\u2019s going to last 30 minutes, brought to you by Gatorade, or Bose, or Baccardi,\u201d she says.<\/p>\n Asked how the return for the brands will be quantified at the end of the beta period, Kelly says Spotify is examining \u201cwhat\u2019s going to be the most effective way\u201d to measure it. \u201cWe\u2019re building in another layer of authenticity there. Unlike any other medium, it is a reflection of yourself,\u201d Kelly says.<\/p>\n 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<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" ORLANDO, Florida \u2013 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 \u201cvertical video experience\u201d with Baccardi, Bose and Gatorade, according to […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5864],"tags":[4060,5867,5960,6049,6050,6051,6052],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43035"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43035"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43035\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43035"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43035"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43035"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}