The document highlights Spotify's significant presence in Vietnam, emphasizing its mobile-first platform with a focus on user engagement throughout the day. It details audience targeting strategies, including demographics, moods, and daily activities, to enhance advertising effectiveness. Additionally, the document outlines how brands can leverage Spotify's advertising solutions to increase brand awareness and consumer engagement through innovative audio and video ads.

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

5. Source: 5
Interests & Behaviours
Time of Day
Platform
Age & Gender
Language
Location
Genre
Spotify Copyright 2018
Moments
100 billion data points on streaming audience

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

28. Reporting

34. 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.

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

36. 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?

37. Proprietary & ConfidentialSpotify

38. 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.

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