Spotify發布Marquee統計信息,包括20%的轉化率

  • 流覽次數:: 6
  • 分類: 產業區
  • 分享次數:
  • 作者: 音樂地圖
  • Spotify發布Marquee統計信息,包括20%的轉化率

      202009/1605:28

    ◎“Marquee”是Spotify的工具,會彈出提示人們聽他們喜歡的歌手的新作品。在美國和加拿大,它目前已作為付費廣告進行Beta測試。
    ◎現在,Spotify已啟動了一個新網頁來宣傳這項功能,包括測試的一些統計訊息。該公司聲稱轉換率是20%,例如:看到字幕的Spotify用戶中,有20%會在兩週內播放正在推廣的發行作品。
    ◎它還引用了一項針對30個廣告系列的研究顯示,觀看字幕聽眾的已保存和已播放曲目的平均提升率為2.2倍。Spotify說,研究顯示,保存和播放列表的增加,與六個月後該藝人的串流媒體播放量增加250%相關。

    詳細全文:

    ‘Marquee’ is Spotify’s tool that pops up in its mobile app suggesting that people listen to a new release by an artist that they like. In the US and Canada, it’s currently being beta-tested as a paid advertising slot.
    Now Spotify has launched a new web page promoting the feature itself, including some stats on those initial tests. The company is claiming a 20% conversion rate, for example: 20% of Spotify users who see a marquee go on to stream the release it’s promoting within two weeks.
    It also cites a study of 30 campaigns to show an “average lift in saved and playlisted tracks” of 2.2x for listeners who saw a marquee. And those saves and playlists pay off, says Spotify: “Our research shows that saves and playlists adds correlate with a 250% increase in streaming of that artist six months later.”
    There’s also a case study of how Chicago duo Drama used the marquee feature: 25% of listeners who saw their ad saved or playlisted at least one track from the album, streaming an average of 17 tracks by the group – “much more than the entire album”.
    Talking of Spotify’s marquee tool, that’s one of the topics that’ll be discussed in the Music Ally TV Show this afternoon, which will be broadcast live via Zoom.
    We’ll be talking about all manner of ways artists and their teams can market music better on Spotify, with guests including Charleton Lamb and Jeff Stempeck (Spotify’s senior product marketing manager and lead, artist & label marketing respectively); Breyner Baptista, marketing executive at Blackstar London; Moody Jones, VP digital and creative at Empire; and regular panelists Henriette Heimdal (CD Baby) and Patrick Ross (Music Ally).
    It’s free to watch, and you’ll be able to put your questions to the panelists in the chat. The show is live at 3pm UK time (that’s 10am EST, 7am PST) and you can register for free here.

     

    Musically
    https://bit.ly/3id1oMY