In the first of a new series, we take a look at some of the programmatic partners we work with at Net Natives. And this month we look to one of the world’s most successful student audience brands, making it an ideal platform for a college to advertise on.
Our programmatic partner focus this month is, (drumroll please…) Spotify.
Enjoying a cool 200 million global monthly users and 58.4 million US users, Spotify becomes particularly attractive to student marketers when you consider, out of those near 59 million Americans, the largest demographic of that audience is the 18-24-year-olds. And 1st party targeting can be as detailed as age, gender, and even playlist and genre.
Famously friends with the student audience, Spotify offers discounts and memberships, a student brand ambassador program and Spotify’s Secret Social (the UK’s biggest student all-nighter). What we’re trying to say, Spotify loves students, and students love Spotify.
Due to the programmatic partnerships we have in place and our audience expertise, Net Natives can access the exclusive inventory via the private marketplace, meaning that your brand can be placed across some of the highest profile ad positions in the digital space, at scale, and within reach of most budgets.
How one Public Research University had 3x the conversion using Spotify
We recently ran a programmatic ad campaign, advertising open days for a London-based Public Research University. The campaign utilized Spotify’s 1st party targeting options to raise awareness of the institution and drive traffic through to a campaign landing page for their event.
Utilizing existing creative video and display ad assets, the video received 97% completion rate and a fantastic 3x conversion rate for ads shown on Spotify compared to those from the standard inventory.
Not only that, but the data captured on the landing page (using Akero) can be used going forward to further refine targeting, create look-a-like audiences and turbocharge future campaigns, increasing performance, results and also reducing the cost per lead.
If you want to know more about advertising on Spotify or how programmatic can get your university across brand-safe, premium publishers, then get in touch.