Spotify expands partnership with Nielsen to provide better ad measurements

Anne Freier | September 13, 2018

Mobile Advertising

Spotify has expanded its partnership with data measurement firm Nielsen to ensure that advertisers and brands can get an enhanced understanding of their ad performance across its app and platform.

As part of the expansion, Nielsen Brand Effect is being implemented across Spotify in Australia, Canada, France, Germany, Japan, Mexico, Netherlands, Spain, the UK and the US.

Brands who advertise on Spotify can then check the effectiveness of their campaigns in terms of brand awareness, ad perception and purchase intent. The measurement addition works for audio, video and display ad formats.

“Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust,” explained Brian Benedik, global head of advertising at Spotify. “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. With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

Jessica Hogue, SVP of digital solutions at Nielsen, added that Brand Effect was offering further clarification of campaign optimisation needs.

“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 ad platform already integrates Nielsen’s Digital Ad Ratings to help measure audience reach for campaigns on the platform. In addition, it uses Nielsen Catalina Solutions to measure offline sales and Nielsen Media Lab to measure audience engagement.

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