MANILA – On May 22, 2018, Spotify hosted its first Spotify Digital Day in Manila, designed to educate marketers and advertisers on the audio renaissance and the platform’s streaming intelligence. The event saw at least 400 attendees come together to learn how the advertising industry has evolved over the years, especially in the dynamic world of streaming.
Based on a report covered by McKinsey, 56% of music revenue comes from digital music streaming in Asia. According to Statista, the number of music streamers in Asia is expected to hit 813 million music by 2020. In the Philippines specifically, the audio renaissance is especially pervasive where Spotify is the largest digital music service for users aged 15+ and larger than terrestrial radio for users aged 15 to 24.
This opens up opportunities for brands to reach out to their target audience.
When culture happens.
Understanding people through music, a Spotify led research has become a key part of the brand’s data mission. As music listening is so uniquely emotional, universal and, now, addressable thanks to streaming, it can uncover deeper insights than consumption of other kinds of content like movies and TV. There is a song (or a playlist) to represent each moment of our lives.
When it is a holiday in the Philippines, and there’s no obligation to head to the office or school the #WalangPasok playlist increase. During the recent Labor Day celebrations, streams for the #WalangPasok playlist increased by 360% on Monday (30 April). The same playlist saw another 156% increase from 30 April to 1 May.
Eartime is limitless.
According to Nielsen, 79% of audio is consumed while people are engaged in activities where visual media can’t reach them, whether it’s hitting the treadmill after work, or even channeling your inner rock star in the shower. Limitless eartime allows brands to utilize sonic branding and the power of audio to engage with their audiences.
“Here in the Philippines, people are putting music at the center of their lives. They soundtrack their day to the music that they listen to,” says Sea Yen, Ong, Regional Vice President of Sales, Spotify, Asia. “When marketers are thinking of engaging with people, Spotify offers more moments for them to connect with their audience.”
Ong stresses that context is everything and that through listening data, Spotify allows advertisers to tap into the right moment. “Music is a mirror. It truly reflects who you are at that point in time, and this allows us to also know the context you are in.”
As the advertising industry evolves and technology rapidly changes, brands are expected to keep up with the various trends in order to maintain and grow their core audience. It is no longer enough for brands to just connect with their target audience, they need to truly understand them. This way, they will be able to conduct effective marketing strategies that reach their target audience in the right context and with the right (relevant and personalized) message.
In main photo is Sea Yen, Ong, Regional Vice President of Sales, Spotify, Asia
