Spotify signs up for Nielsen Brand Effect to woo advertisers


Spotify has taken another step to boost its credibility with advertisers, by adding Nielsen Brand Effect to its ‘third-party verification suite’. That means brands spending money with Spotify will be able to get more information on what effect their ads are having in terms of awareness, perception and purchase intent from Spotify listeners. “When I started, our pitch to brands was, ‘Hey, we’re cool and sexy, align with Spotify,’ but the industry has changed so much in the last five years. That’s not good enough anymore,” Spotify’s advertising boss Brian Benedik told DigiDay. “Proving lift, awareness and intent: Those were nice to have a few years ago, but now the industry is demanding it. Erosion of trust and questioning brand safety has really driven the need for all publishers and platforms to provide third-party verification.”

For now, the new measurements will be available in 10 of Spotify’s key markets: the US, Germany, UK, Australia, Canada, Japan, Mexico, The Netherlands, Spain and France.

Written by: Stuart Dredge