Measurement specialist Nielsen and streaming music company Spotify announced they’re deepening their partnership, as Spotify will use Nielsen Brand Effect in the U.S., U.K. Canada, France, Germany, Spain, Netherlands, Australia, and Japan. With Brand Effect, companies can get real-time measures of how ad exposures drive brand lift. The platform monitors consumer exposure to video, audio, and display ads on desktop, mobile, and connected devices, and offers metrics that show how these exposures impact brand awareness, perception, and purchase intent.
By offering Nielsen Brand Effect support in those ten countries Spotify gives marketers a better awareness of how ads on its platform are received by consumers. The overall goal for Nielsen is helping marketers make smarter choices about where they invest their budgets.
“Modern marketers are increasingly faced with questions across every facet of their advertising execution and we’re excited to collaborate with Spotify to help provide greater clarity into the campaign optimization process,” says Jessica Hogue, senior vice president of digital solutions at Nielsen. “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.”
This isn’t the first time Nielsen and Spotify have worked together. Spotify lets marketers use Nielsen Digital Ad Ratings to track audience reach, and it uses Nielsen Catalina Solutions to prove its ads lead to a lift in offline sales.
“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,” adds Brian Benedik, global head of advertising at Spotify. “With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”