Spotify透過測試可跳過的廣告來聽取聽眾的意見

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  • 作者: 音樂地圖
  • Spotify透過測試可跳過的廣告來聽取聽眾的意見

      201809/0110:40

    ◎Spotify藉由測試能夠讓聽眾隨心所欲地跳過他們不想要聽或看的任何音頻或影片廣告的新功能,找到與其音樂串流競爭對手潛在的差異點。

    ◎基本上來說,那些不想支付訂閱費的用戶必須先觀看不可跳過的廣告之後才能享受聆聽他們的音樂。然而,在澳洲進行的一項試驗擴大了用戶權限,讓用戶自己決定要怎麼做。此新型式被稱為Active Media,Spotify希望藉由追蹤會員最喜歡聆聽或觀看的促銷廣告來了解哪些廣告會讓特定的會員感到興趣。該實驗也會讓廣告客戶受益,因為如果廣告被跳掉,他們就不必付費。

    ◎Spotify的合作夥伴解決方案全球主管Danielle Lee表示「我們的假設是,如果我們能夠利用這型式來推動我們的串流智能,並為我們的廣告客戶提供更個人化的體驗和更具黏著度的受眾,它將改善我們可以為品牌提供服務的成果。就像我們創造像Discover Weekly播放清單這樣的個人化體驗,以及給我們的消費者帶來的魔力,我們希望將這個概念注入到廣告體驗中。」

    ◎今年早些時候,Spotify發現其200萬名用戶正在利用未經授權的應用程式免費攔截其播出的廣告。日前Spotify和三星宣布了一項長期協議,該協議將使雙方在所有裝置上合作,使Spotify成為所有三星產品的內建體驗的一部分。

    詳細全文:

    Spotify is seeking a potential point of differentiation with its music streaming rivals by testing new functionality which empowers listeners to skip any audio or video ads they wish as frequently as they desire.

    As things stand those who don't pay a subscription fee must sit through unskippable ads before they can enjoy their music. However, a trial in Australia has expanded subscriber privileges to put the ball in the court of the user.

    Dubbing the new format 'Active Media' Spotify hopes to learn which ads interest specific members by tracking the promotions members most enjoy hearing or viewing.

    The experiment should also benefit advertisers, because if ad is skipped they don't have to pay.

    Danielle Lee, global head of partner solutions at Spotify, said: "Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalised experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands.

    "Just as we create these personalised experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience."

    Earlier this year Spotify discovered that 2 million of its users were making use of unauthorised apps to block its advertising for free.

    Earlier this week, Spotify and Samsung announced a long-term deal that will see the pair partner across devices - making Spotify part of the setup experience on all Samsung products.

    The Drum

    https://bit.ly/2nyQN44