{"id":2511,"date":"2023-03-09T08:00:43","date_gmt":"2023-03-09T13:00:43","guid":{"rendered":"https:\/\/www.thelightstreamgroup.com\/?p=2511"},"modified":"2023-03-09T13:25:27","modified_gmt":"2023-03-09T18:25:27","slug":"get-gen-z-and-millennial-prospects-engaged-with-spotify-part-2","status":"publish","type":"post","link":"https:\/\/www.thelightstreamgroup.com\/old_bak\/blogs\/insurance\/get-gen-z-and-millennial-prospects-engaged-with-spotify-part-2\/","title":{"rendered":"Get Gen Z and Millennial Prospects Engaged With Spotify (PART 2)"},"content":{"rendered":"

WELCOME BACK!<\/h2>\n

In the first installment<\/a> of this blog series, you learned about how Spotify can be a valuable channel for insurers to reach Gen Z and millennial prospects. Now, let\u2019s take a look at the seven different types of ads that this streaming platform supports and seven tips for crafting ads that inform, entertain, and convert.<\/p>\n

\u00a07 TYPES OF SPOTIFY ADS<\/h2>\n

Spotify provides advertisers with a broad range of creative and strategic options. With a minimum spend of $250, most campaigns can either be launched with Spotify\u2019s self-serve Ad Studio or through managed services. Advertisers can opt to upload their own finished audio and video files or take advantage of Ad Studio\u2019s free production tools and professional voice actors. Here are the seven different kinds of ads currently available on Spotify \u2013 and our recommendation for getting started with your first campaign:<\/p>\n

    \n
  1. Audio Ads (With Companion Display Ads):<\/strong> This is the leading ad format on Spotify and a great choice for first-time advertisers who want to turn a short script into a polished audio product. These ads are 15 to 30 seconds long and are served to music listeners between songs. They\u2019re complemented by a clickable display ad, so users who interact with the Spotify app or site during commercial breaks can engage with your content.<\/li>\n
  2. Long-Form Audio Ads (With Companion Display Ads):<\/strong> If you have more story to tell, this option allows you to deliver ads up to 60 seconds long. More in-depth messages can foster stronger connections \u2013 but remember that listeners can skip these ads after 30 seconds, so your most vital info has to be front-loaded. This format is not currently available on Ad Studio.<\/li>\n
  3. Video Takeover Ads:<\/strong> These audiovisual ads are 15 to 30 seconds long and are only served to users who are actively browsing the app or site. This format offers many of the advantages of streaming video ads, with the added assurance that most users will already have their volume up. Like audio ads, video ads are priced on an auction-based CPM (cost per thousand impressions) model when you use Ad Studio.<\/li>\n
  4. Sponsored Session Ads:<\/strong> This option allows you to get exclusive video ad placement and reward viewers for engaging with your brand. These ads will only appear at the start of mobile sessions, and after your full video plays, users will see a clickable branded end card and enjoy 30 minutes of ad-free listening.<\/li>\n
  5. Spotify Audience Network Podcast Ads:<\/strong> While Spotify is best known for music, it\u2019s also Gen Z\u2019s go-to podcast platform. With so many popular and niche topics being discussed, the “podosphere” presents an unmatched opportunity for sophisticated targeting. The Spotify Audience Network lets you buy podcast ads at fixed rates based on your ideal audience\u2019s demographics, location, topics, and platform preference.<\/li>\n
  6. Title-by-Title Podcast Ads:<\/strong> For even more granular targeting and enhanced brand credibility, this option lets you align your campaign with a specific podcast or host. Ads can be recorded with voice actors and dynamically inserted into podcast audio, or they can be read by the host. These ads can\u2019t be managed with Ad Studio.<\/li>\n
  7. Custom Experiences:<\/strong> This is a category of bespoke ads that we typically only recommend for insurance brands that have already experimented with a few of the more straightforward formats above and have a truly extraordinary message to share. Options include playlist sponsorships, immersive display ad units, 24-hour homepage takeovers, clickable leaderboards, and custom microsites. These require a direct sales relationship with the Spotify team.<\/li>\n<\/ol>\n

    7 TIPS FOR CRAFTING SUPERB SPOTIFY ADS<\/h2>\n

    Every insurance brand and campaign requires a different strategy \u2013 but you can almost always put these best practices in play:<\/p>\n

      \n
    1. Define Your Goal:<\/strong> Spotify lets you choose between two different ad delivery strategies: impression, where the platform aims to serve as many ads as possible to your target audience, and reach, where it aims to engage as many unique users as possible. If you\u2019re an established company looking to drive consideration, impression is probably your best bet. If you\u2019re an emerging brand, consider building awareness with reach.<\/li>\n
    2. Know That Time Is on Your Side:<\/strong> When you\u2019re limited to 15 or 30 seconds, it\u2019s tempting to try to cram in as many benefits and brand cues as possible. It\u2019s best to resist this temptation and instead focus on delivering a concise and conversationally paced message. For a 30-second audio or video spot, we recommend a script of no more than 65 words.<\/li>\n
    3. Consider the Context:<\/strong> Conventional radio ads often try to stand out from regular programming with amped-up music, voiceovers, and sound effects. But listeners are more receptive to messaging when it goes with the flow. Choose background music that\u2019s consistent with the genres you\u2019re targeting. For podcast ads, consider the “neurosignature” of the content \u2013 factual, suspenseful, irreverent \u2013 and have your voice actors match that vibe.<\/li>\n
    4. Choose a Strong CTA:<\/strong> Be crystal clear about what you want your listeners to do \u2013 whether it\u2019s promoting a new agent, using an offer code to unlock a special premium discount, or checking out an insurance education podcast. Remember that listeners may not see and click on your companion display ad, so it\u2019s good to mention a URL that\u2019s short and memorable, with a minimum of slashes and dashes.<\/li>\n
    5. Go Multiformat:<\/strong> Audio and video each have their strengths, and one might be better suited to a specific campaign goal or target audience than the other. But we\u2019ve often found that running dual campaigns deliver the best results \u2013 and Spotify\u2019s own data indicates that audio plus video is more than the sum of its parts, producing a 2x increase<\/a> in brand awareness.<\/li>\n
    6. Dive Into Analytics:<\/strong> It\u2019s worth taking a close look at the performance metrics that Spotify provides, so you can find out what\u2019s working, what\u2019s not, and why. These stats go way beyond overall conversion rates \u2013 they give you insight into how your message is being served and received across different age groups, genres, and platforms. This data enables you to make quick course corrections and optimize every advertising dollar.<\/li>\n
    7. Collaborate With a Skilled Team:<\/strong> Lightstream functions as a seamless extension of your in-house marketing team, deepening your bench with 50+ experienced digital strategists and creatives who are focused on the insurance sector. Every business day, we enable insurance brands like yours to leverage powerful channels like Spotify and accomplish more with their marketing budgets. Reach out and learn more today<\/a>.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

      Learn the different types of ads available on this leading music and podcast streaming service and tips for crafting ads that convert.<\/p>\n","protected":false},"author":7,"featured_media":2512,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wds_primary_category":9,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-2511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insurance"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2511","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=2511"}],"version-history":[{"count":4,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2511\/revisions"}],"predecessor-version":[{"id":2518,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2511\/revisions\/2518"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/2512"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=2511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=2511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=2511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}