Spotify India has teamed up with Amplified Intelligence, a leader in attention measurement, to determine attention benchmarks across Spotify’s audio and video ad platforms. The research sheds light on how mood and attention influence ad effectiveness across various platforms, The Economic Times reported.

Key Findings from the Study:
1. Brand Uplift on Spotify: Spotify’s video ads were shown to increase brand uplift by 50%. This was reflected in consistently high Short Term Advertising Strength (STAS) scores, indicating that Spotify’s environment is favorable for both audio and video advertising. STAS measures the percentage of purchases made by consumers exposed to advertising versus those who were not.
2. Synergy with Social Media: The study revealed that combining social media campaigns with Spotify ads enhances overall attention scores by an average of 28 points, compared to campaigns solely relying on social media.
3. Granular Consumer Insights: Spotify’s advertising value was quantified by Amplified Intelligence through its attentionTRACE tool, which measured user attention via facial recognition software with consent. The study involved 2,500 participants in India, capturing over 7,900 ad views, providing detailed insights into consumer behavior.

Arjun Kolady, Head of Sales for Spotify India, highlighted that creativity on high-attention platforms like Spotify significantly improves business outcomes, emphasizing the platform’s ad effectiveness in markets like India. Karen Nelson-Field, Founder and CEO of Amplified Intelligence, added that measuring attention helps brands amplify their storytelling efforts, even within short engagement times.

This research underscores Spotify’s potential to capture active attention in one of the world’s largest markets, offering brands a powerful opportunity to enhance ad effectiveness and connect with audiences.