4 ways to rev up your auto marketing plans with digital audio ads
Auto advertisers, start your engines. Millennial and Gen Zs are hitting the road like never before, and their purchase behaviors are pretty different from Baby Boomers. Their car-buying journey is less likely to start in a dealership, and more likely to start online.
52% listeners who hear auto ads on Spotify are 52% more likely to purchase the new vehicle being promoted.
That’s where Spotify comes in. Millennial and Gen Z Spotify Free listeners aren’t just spending a lot of time behind the wheel. They’re also spending more time researching their next auto purchase — and digital audio ads are along for the ride. Here’s how auto brands and dealers can make the best of digital audio.
Accelerate your brand-building efforts with digital audio ads
Buying a new car is a big deal for Spotify Free listeners, who are 2.3X more likely to be a first-time car buyer. The problem for auto brands? This valuable audience of first-time car buyers aren’t spending as much time on the showroom floor, talking to dealers in person. Instead, 90 percent of today’s auto-buying journey now takes place on smartphones, tablets, and computers.
That’s where digital audio ads come in. Spotify Free listeners stream an average of 2.5 hours per day, across those same devices where the auto-buying journey is taking place. Digital audio also reaches more listeners than traditional broadcast radio, and adds additional unique reach to other media channels like TV, video streaming, and social media. And ad exposure alone drives a 41% lift in auto ad recall with digital audio — meaning audio ads are an essential step of today’s car-buying journey.
Spotify Free listeners are 2.3X more likely to be a first-time car buyer.
Shift gears and try out new creative formats
Digital audio offers auto advertisers more creative ways to connect with listeners than traditional broadcast radio. Give listeners the gift of 30 minutes of ad-free music with a Sponsored Session. Take a creative cue from Volkswagen and experiment with 3D audio, an effect that makes sound “move” around a listener.
Or try the best of both worlds — a multi-format campaign that combines audio ads when people are listening while doing something else (say, driving), with display and video ads when the Spotify app is in view. Multi-format campaigns (with audio and video) show a 2.2X greater increase in brand awareness than video ads alone.
Give your audience targeting a tune up
Digital audio enables auto advertisers to reach the right audience, in the right moment, at the right location. That makes for a more effective campaign: Studies show Spotify listeners are more likely to recall an ad if it recognizes their moment or setting.
75% of Spotify listeners recall ads more when ads recognize their moment or setting.
Use Spotify’s Streaming Intelligence to go beyond basic demographics to connect with listeners across devices, moments, and formats while they stream the music and podcasts they love. Start from the basics with age, gender, and location targeting, before deciding on the context — like while they’re driving and listening to a podcast, or streaming a workout playlist from their smartphone, and more.