The Nielsen Brand Effect
Spotify and Nielsen have been getting busy expanding their outreach by announcing on Sept. 11 the adding of another measurement solution, Nielsen Brand Effect. This new tool provides marketers with more data to work with by better understanding how their ads produce revenue and its effectiveness on their target audience.
Spotify already uses Nielsen Digital Ad Ratings -- so that advertisers can better analyze brand awareness, perception and purchase intent. Also, Spotify utilize Nielsen Catalina Solutions to demonstrate offline sales lift and works with Nielsen Media Lab and Nielsen Consumer Neuroscience to capture audience engagement.
Every month Spotify has over 180 million active users, about 101 million of whom use its ad-supported version such as audio and video ads, the company reported in July.
Vice President Brian Benedik, Global Head of Advertising at Spotify commented, "As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers."
Nielsen Brand Effect will be available to marketers to quantify ads in the U.S., Germany, U.K., Australia, Canada, Japan, Mexico, The Netherlands, Spain and France, until further expansion.
Jessica Hogue, Senior Vice President of Digital Solutions at Nielsen added, "Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximizing the value of their investments."
Spotify’s adoption of Nielsen Brand Effect is necessary because the measurement tool allows advertisers to obtain proof that it drives sales.