When marketers connect with real people in relevant moments, they make an impact—and for CPG advertisers who tap into the power and relevancy of streaming platforms, that impact means boosting your bottom line.
New research conducted by Nielsen Catalina Solutions confirms that advertising with Spotify drives significant incremental dollars for CPG brands. Across the CPG campaigns that were measured—spanning cross-platform, multimedia ad solutions—ads were 25% more effective at driving incremental sales per 1,000 impressions than NCS benchmarks. These results reflect the opportunity that comes with pairing the emotional power of a streaming platform with engaging, multimedia ad formats in the right context.
Here are a few key takeaways from the research to keep in mind as you plan your next campaign.
__Overall, CPG campaigns on streaming platforms drive results, giving marketers a strong return on their ad spend and increasing purchase frequency of CPG products in larger quantities.
Cross-platform, multimedia solutions deliver maximum impact.
Streaming ads can help CPG marketers convert effectively against both brand “switchers” and “loyalists.”
This research marks the beginning of Spotify’s ongoing partnership with NCS, a leading third-party measurement provider, and commitment to helping brands understand the true impact of advertising with streaming platforms. Going forward, NCS will continue to measure the effectiveness of Spotify campaigns, helping brands and marketers verify the reach and impact of their advertising on CPG retail sales.
About the analysis: Nielsen Catalina Solutions measured 11 US campaigns spanning across three verticals: food, non-alcoholic beverage and personal care brands. The campaigns also spanned across platforms (mobile and desktop), across all Spotify ad solutions and across ages (primarily adults 18-44). Campaigns of varying length ran between mid-2015 and late 2016.