"Sonic Science Why Sound Matters For Your Brand" at Mumbrella's Audioland 2023

2. How digital audio
amplifies listeners’
everyday experiences

3. Spotify Advertising Sonic Science Volume 2
03
LAST YEAR, WE STUDIED
THE EFFECTS OF DIGITAL
AUDIO ON THE BRAIN,
SHOWING HOW
SPOTIFY IS MORE
ENGAGING THAN TV,
DIGITAL VIDEO AND
SOCIAL MEDIA.

4. SPOTIFY DRIVES MORE
ENGAGEMENT THAN OTHER
MEDIA IN AUSTRALIA
+27%

5. OF THIS BRAIN ENGAGEMENT
WITH THE AUDIO CONTENT IS
DIRECTLY TRANSFERRED TO THE
AD ENGAGEMENT
88%

6. Spotify Advertising Sonic Science Volume 2
06
IN SONIC SCIENCE
VOLUME 2, WE GO
BENEATH THE SKIN TO
LEARN EVEN MORE ABOUT
DIGITAL AUDIO’S
IMPACT ON LISTENERS’
BODIES AND MINDS.

7. HOW WE DID IT
Spotify Advertising Sonic Science Volume 2
07
ELECTRODERMAL
ACTIVITY
LISTENING SESSIONS PRE/POST SESSION
SURVEY
We partnered with MindProber to
measure the electrodermal activity
of participants using hand sensors.
Listeners wore the sensors during
listening sessions throughout the day,
hearing music, podcasts and ads.
Before and after session surveys
captured activity, mood, ad recall
and purchase intent.

8. Spotify Advertising Sonic Science Volume 2
08
VOLUME
UP

9. Spotify Advertising Sonic Science Volume 2
09
01 Digital audio is an all-day,
everyday ritual for
listeners

10. From walking and reading to cooking, studying
and sleeping, Spotify listeners bring audio into
their lives literally 24 hours a day.
010
Volume Up Sonic Science Volume 2
Digital audio is an all-day,
everyday ritual
for listeners.
Source: MindProber Post-Project Survey
010
63%
OF STUDY PARTICIPANTS
CONFIRMED
THAT SPOTIFY IS IMPORTANT TO
THEIR DAILY ROUTINES
63%

11. WORKOUT MEALTIME COOKING STUDYING
COMMUTING CLEANING WALKING CHILLING
11
Spotify offers unparalleled access to an engaged and
attentive audience throughout the day.

12. 1 IN 3
MORE THAN A THIRD
OF PARTICIPANTS
SAID THEY FOCUS
ALL THEIR
ATTENTION ON
AUDIO WHEN
THEY’RE TUNING IN.
Spotify Advertising Sonic Science Volume 2
012
Volume Up

13. Spotify Advertising Sonic Science Volume 2
13
02 Listeners’ engagement with
digital audio carries
over into the ads.

14. The more impactful the audio content, the
more impactful the subsequent ad will be -
good news for advertisers on Spotify.
Listeners’ engagement with
digital audio stays high
throughout ads.
014
Volume Up Sonic Science Volume 2
Source: MindProber Technical Report
OF LISTENERS’ AD ENGAGEMENT
CARRIED OVER FROM THE AUDIO
CONTENT HEARD IMMEDIATELY
BEFORE, INCLUDING MUSIC AND
PODCASTS.
60%

15. Spotify Advertising Sonic Science Volume 2
15
03 Spotify listeners are happy to
hear it literally.

16. 016
Volume Up Sonic Science Volume 2
016
33%
Spotify listeners are happy
to hear it - literally.
Source: 1
MindProber Post-Session Survey
2
Spotify Culture Next survey, MAR-APR'22- AU
Regardless of what they listened to,
the majority of Sonic Science
participants reported a mood boost
after tuning into Spotify1.
A THIRD OF STUDY PARTICIPANTS SAID
THEY FELT “HAPPY” OR “CHEERFUL”
AFTER LISTENING TO SPOTIFY

17. Day in the Life Sonic Science Volume 2
ACTIVATE FROM MORNING TO NIGHT
Thanks to Spotify’s Streaming Intelligence,
advertisers can reach listeners at exactly the right
time and place. Let’s take a closer look at how
audio amplifies real-life moments.
Listeners’ increased engagement during
an activity while listening to Spotify.
The boost in listeners’ moods after a
listening session on Spotify.
Increase in ad recall after listening
to Spotify during an activity.
ENGAGEMENT AD RECALL
MOOD
1 2 3 4 5 6 7

18. Day in the Life Sonic Science Volume 2
COMMUTING
ENGAGEMENT
+11.3%
MOOD
1
AD RECALL
2 3 4 5 6 7
5.3X
GREATER THAN
CHANCE
We can all agree that commuting — whether by foot, car,
train, or bus — isn’t always our favourite activity. But Spotify
listeners know that it’s the journey that counts.
18
Source: MindProber Post-Session Survey

19. Spotify Advertising Sonic Science Volume 2
19
04 Audio that listeners stream on
Spotify reflects what’s
happening IRL.

20. 20
Volume Up Sonic Science Volume 2
The audio listeners stream
on Spotify reflects
what’s happening IRL.
Chill
Workout
Party
Sleep
Study
Travel
Happy
Source: MindProber Post-Project Survey
Context is everything when it comes to advertising. Spotify can confidently help
advertisers reach the right people, doing the right things, at the right time.

21. Spotify Advertising Sonic Science Volume 2
021
OUR
FINDINGS
01
Digital audio is an all-day, everyday
ritual for listeners.
02
Listeners’ engagement with digital audio
carries over into the ads.
03
Spotify listeners are happy to hear it - literally.
04
Audio that listeners stream on Spotify reflects
what’s happening IRL.

22. TODAY’S PANEL SPEAKERS
Spotify Advertising Sonic Science Volume 2
022
MARION BOERI ADRIAN BINGHAM JULIE SCARFF ALEX PACEY