Elevating Ads with Sound
In an increasingly digital and hectic world, capturing and holding consumers’ attention is becoming more challenging. Spotify and HYGH have developed an innovative advertising strategy that combines Programmatic Digital Out of Home (DOOH) with audio advertising. The first campaign was implemented together with the Finnish delivery service Wolt, benefiting from this multidimensional approach: an outstanding example of best practices in Programmatic-out-of-Home.
Challenge:
The challenge was to increase attention and purchase intent for Wolt’s “2 for 1 Burger Special” and sustainably improve brand perception. The aim was to enhance the impact on an urban and mobile target group, particularly one that is highly occupied and easily distracted, through various touchpoints. The goal was to achieve a significant increase in advertising impact and measurable success through a smart advertising strategy that combines various media formats.
Solution:
Together with Spotify, we developed a cross-media advertising strategy that combines Programmatic Digital Out of Home (DOOH) with audio advertising. As part of the pilot project, DOOH displays were used for two weeks at high-traffic locations in Berlin and Hamburg to place visual advertisements for Wolt. These served as a basis for targeted audio messages broadcast to non-premium Spotify listeners. The programmatic experts from Mediaplus Realtime and Mediaplus Berlin supported the implementation and targeting.
Result:
The campaign’s success was measured through surveys conducted by the market research institute Appinio among 600 participants before, during, and after the campaign. The results showed impressive improvements:
- The willingness to consider Wolt for future orders increased significantly by 141 percent.
- For frequent Wolt users, an uplift of 120 percent was noted.
- Ad recall increased to 43 percent.
- Brand sympathy rose to 81 percent of respondents who found Wolt “very likeable.”
Overall, over four million contacts were reached through Out of Home during the campaign period from November 20 to December 3, 2023, which served as a basis for the audio extension via Spotify. The combined use of DOOH and audio advertising proved extremely effective in significantly increasing brand perception and purchase intent.
