Spotify in Vietnam - Update 2020

1. Hello, Spotify Here!

2. Who Have We Worked With? Vietnam

3. Spotify is a big part of your audience’s life everyday. Morning Afternoon Evening Afternoon Hours Self-Preparation Work/Study Commuting Lunch Time Evening Late Night Workday Travel Party Weekend

4. And that can tell us more about them. feeling lazy feeling down feeling romantic feeling focused traveling yoga outdoor activities playing video games cooking running working focusing chilling with the kids Source: Streaming State of Mind MOODS MINDSETS TASTES

6. MORE LIKELY TO BE ON SPOTIFY 94% Mobile-first More people take us more places than ever. And you have more ways to reach them. 61% 28% 8% Tablet DesktopMobile Always on, throughout the day Our audience streams from morning to night, and the average cross-platform user spends. 137 minutes with us daily. 131 min/day Let’stakealookatanaudiencewhoyoumightwanttotargetinVietnam. 2.28MMonthly Active Users* Effective with Millennials Millennials who are influencers of tech, entertainment and music are 94% more likely to be on Spotify. Source: Spotify internal data, Jan 19; Kantar TNS Study; *AppAnnie Mar 19’ Vietnam 17% 49% 23% 7% 4% Under 18 18-24 25-34 35-44 45+ 23% 33% 32% 12% 6am-12pm 12pm-6pm 6pm-12am 12am-6am 52% 48% Men Women

7. Moment / Playlist Targeting 7 Reach users currently listening to music aligned with popular daily activities, life moments, moods, and seasonal events. AVAILABLE PLAYLIST CATEGORIES INCLUDE: Chill Commute Dinner Focus/Study Girls Night Out Holidays Kids Party Road Trip Romance Sleep Summer Travel Workout Yoga

8. Genre Targeting 8 Deliver your message immediately after a user has listened to a specific genre. AVAILABLE GENRE CATEGORIES INCLUDE: Alternative Blues Children's Christian Classical Country/Folk Dance/House Easy Listening Electronica Funk Hip Hop / Rap Holiday Indie Rock Jazz Latin Metal New Age Pop Punk Reggae R&B Rock Soundtrack Spoken Audio Traditional …plus dozens of sub-genres such as OPM

9. Audience Segments ENTERTAINMENT Socialites/Partiers LIFESTYLE Travelers • Foodies HEALTH & FITNESS Health and Wellness/Healthy Living • Fitness Enthusiasts TECH & TELCO Tech Early Adopters • Gamers • Apple /Android Users • Smartphone / Tablet FAMILY STATUS Moms • Dads • Parents with Children in Household • Engaged / Getting Married Reach demographic-based and interest-based audience segments, crafted by analyzing their streaming habits and music tastes. AUTOMOTIVE In-car users via Bluetooth, USB, Apple Carplay, Android & in-dash systems

10. Spotify is built especially for modern day advertising… 10 100% logged-in audience, connected all day One user identity across mobile, tablet, desktop, and connected devices Built for viewability Premium content environment Data from user’s daily habits, tastes, moods

11. How do Brands work with us?

12. Source: LeanLab, Spotify Global through March 2018 vs. unexposed control group 12 Launch new brands with impact on Spotify Spotify enables brands with low awareness to connect with consumers and drive impact. Consideration Message association Brand awareness +65% +77% +49% 484%Lift in ad recall

13. +4% +14% +1% Source: LeanLab, Spotify Global through March 2018 vs. unexposed control group 13 Spotify drives lift for established brands Established brands boost recall, awareness and message association on Spotify. 158%Lift in ad recall Consideration Message association Brand awareness

14. We’ve got the solution for you

15. 15 Premium ad experiences that make the most of your audience’s context. Audio Video Display Audio everywhere - Standard Audio - 3D Audio OverlayHomepage TakeoverVideo Takeover LeaderboardSponsored Session

16. 16 Audio Everywhere Desktop + mobile | max. 30 sec | non-skippable | served with companion banner

17. Streaming audio ads are more innovative than radio: • Companion banner to go with audio message • Deeper consumer insight allows for higher creativity • Have a 1:1 connection to your audience via audio targeting rather than one-to-many of radio Streaming audio ads amplify display ads: Why audio? Streaming audio ads are more effective Source: Nielsen Media Lab Study 2017 24%higher ad recall* 2xas likely to lift purchase intent and information intent* 28%more likely to be seen as informative than display ads*

18. 79% of audio consumption takes place where visual media cannot reach Audio is fast becoming a medium that fills gaps in the consumer journey that are just not possible to connect with time spent on screens. - IAB DIGITAL AUDIO BUYER’S GUIDE, 2018

19. 1 2 Scaled audience with Incremental Reach to TV, and Social Platforms in a Simplified, clutter- free platform Premium Video Ad Suite. Only serves to user when they’re active and app is in the foreground, 100% Above the fold & highly viewable Brand Safe, user initiated ad formats w/ Sound On defines the Premium category and deliver brand outcomes Spotify’s Premium Video Solutions 19 Spotify copyright 2019 3

20. 20 Sponsored Session Video Mobile only | max. 30 sec | non-skippable (completed view) | end with companion banner

21. 21 Video Takeover Everywhere Desktop + mobile | max. 30 sec | non-skippable (completed view) | desktop served with companion banner

22. 22 Not all Video views are created equal Ad Start Audio Skippable User Initiated Logged in Users Views Audio On Yes, TrueView No Not Skipped Auto Play Testing Audio On Yes Yes 3 sec or 10 sec Auto Play Audio Off Yes Yes 3 sec User Initiated Audio On No Yes On Complete

23. Spotify PERFORMANCE Viewability MOAT Viewability Benchmark Desktop Mobile 47% Spotify 46% 85% Vietnam MOAT Benchmark Desktop Mobile 8% Spotify 22% 69% PERFORMANCE AVOC (Audible, Viewable on Complete) Source: MOAT, Spotify Multi Platform vs. MOAT industry benchmarks

24. 24 Leaderboard IAB standard display served when the app is in view • Reinforce your brand message with highly viewable display • Extend campaign reach in a brand safe environment

25. 25 Overlay Welcome users back to Spotify with your brand message • Reach your audience with display ads designed for viewability • Drive traffic to your website with a customizable call-to-action

26. 26 Homepage Takeover Exclusive sponsorship of the Homepage for a day • Increase awareness with premium brand placement • Deliver a multimedia experience with 100% SOV • Invite engagement in an interactive environment

27. Reporting

28. Proprietary & ConfidentialSpotify 34Proprietary & ConfidentialSpotify Drive further engagement to your playlist contents 34 Social Share your owned content by generating a URL within the Spotify app and posting to social. OwnedChannels Website, EDM, in- store & point of sale, etc. PaidMedia Drive listeners to your owned content via Spotify paid, or other channels. ScannableCodes Outdoor, print and point of sale. Digital content accessible from traditional media. (Min investment required). Spotify Subject to our social teams approval, branded content may be promoted via owned channels.

29. Proprietary & ConfidentialSpotify 35Proprietary & ConfidentialSpotify Promoting your Playlist 35

30. Proprietary & ConfidentialSpotify A Spotify Code is a QR-like “scannable” tag that can be used to quickly share or access a piece of content within Spotify. All songs, albums, playlists, branded profiles all have their own unique code. And this is how they work - no need to download an app or open anything else. Simply open Spotify, hit search, and tap the camera icon. What are Spotify Codes?

31. Proprietary & ConfidentialSpotify

32. Proprietary & ConfidentialSpotify Spotify Codes can give a brand a way to connect owned content on Spotify, like their branded playlist, with marketing material in the physical world. Where can you use Codes? Codes can be used on any touchpoint: OOH, print, event or on-pack signage. They also look amazing on t-shirts, coasters, menus and social platforms like Instagram or Snapchat.

33. 39 What Keeps Users Engaged To Spotify? Wide Range Of Content Trusted Platform Well-established Brand Social Sharing Functionality

Spotify in Vietnam - Update 2020

Digital Trend by Think Digital

Spotify in Vietnam - Update 2020