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Spotify Advertisement

The advertisement targets 13-18 year olds who research showed listen to Spotify the most. It features this age group using Spotify on different devices like phones and computers to showcase its availability across platforms. While 36% hadn't heard of Spotify before, the ad aims to show viewers what Spotify is through images and text. It also highlights premium features to try and get more users to pay for the premium subscription. The ad portrays Spotify's unique selling points of over 30 million songs available across many devices through shots of characters using Spotify on a phone and computer. It uses the familiar song "Shake It Out" to emphasize the shots and link Spotify to that artist without using lyrics.

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141 views

Spotify Advertisement

The advertisement targets 13-18 year olds who research showed listen to Spotify the most. It features this age group using Spotify on different devices like phones and computers to showcase its availability across platforms. While 36% hadn't heard of Spotify before, the ad aims to show viewers what Spotify is through images and text. It also highlights premium features to try and get more users to pay for the premium subscription. The ad portrays Spotify's unique selling points of over 30 million songs available across many devices through shots of characters using Spotify on a phone and computer. It uses the familiar song "Shake It Out" to emphasize the shots and link Spotify to that artist without using lyrics.

Uploaded by

api-289624692
Copyright
© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
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Spotify Advertisement

Darcey Mathers

Who is the advert aimed at?


From the research that was carried out, the age group that
listening to Spotify most was from 13- 18 year of age. This
helped to define the target market of which the aimed at.
Because of this, the ad features people within this age group.
Although the activities within the shots are varied which mean
that people from any age group can relate to the advert.

Further research also revealed that 36% did not use Spotify.
Some, because they had not heard of it, and from those
who had heard of Spotify, it was because they weren't sure
what it was. This could be changed by the advert as it
shown and informs about what Spotify is.
43% of the questionnaire recipients used Spotify yet only
22% were premium users. To hopefully increase the
number of premium users the ad also features information
on features of premium users such and syncing music.

What is Spotifys unique selling point?


Spotify is a streaming service Spotify that
shares selected music

Available to download high quality music


9.99 for unlimited for streaming top end of
320kbit/s

Available on computers, mobiles, tablets, home


entertainment systems, cars, gaming consoles and TVs

Over 30 million songs


and growing

Up to 20 hours of
free music for the
first 6 months

How does the ad portray these points?


My advertisement shows these points through text and shots. In the beginning of the ad there is
a shot showing the use of Spotify on a mobile to show one of the multiple devises it is available
on showing over 20 million songs, then the shot shows a girl running with the captions
functions such as Spotify running lets the beat drive you. The ad also shows Spotify on a
computer to show another devise. To show the download ability the caption sync your music to
your device. and listen on the go. At the end of the ad, the logos of apple and android are
shown to show the mobile makes Spotify is available on.

Music and shots


The shots in the ad were designed to focus on the brand. For example, the graphics of the captions were
designed to look similar to the writing of the Spotify font. The captions were written in bold to draw
attention and white so that they are distinguished on the screen, the captions were also like this because
of the Spotify logo and font that is used for it.
As Spotifys logo and software uses the colours green, black and white, these colours are used in the
advert to reinforce the product.

The music used within the advert is and instrumental version of the Florence and the
machines song shake it out. Although by using this song it increases the production costs,
by using this familiar and popular song it also means that Spotify is linked to the artist and
song in the future. The song was used as it has a strong beat which emphasises the shots by
cutting to the beat.

Also by using an instrumental version of the song, the shots rather than the lyrics draw the
attention, and it also means there is less of an issue in case of offensive or profane language.

Costs
The production of the advertisement will consist costs for characters, set, props and equipment.
Locations will be easily accessible, and suited to what, and who was in the shot. Some shots meant that
the background was not distinguishable, and therefor meant some locations could be used twice to limit
costs. The same characters have been used more than once in shots as not all shots show faces. These
things can be used to keep the cost of production lower.
The main cost is the airing of the advertisement itself. Bellow is the table for the costs of E4 advertising
slots. As E4 is a leading broadcaster of general entertainment broadcasting, predominantly for the 16-34
year old audience base which from the research is the target market.
Time slot

Example programming

Est Cost 30"

Breakfast 0600-0930

Glee

150.00

Daytime 0930-1730

How I Met Your Mother

300.00

Early Peak 1730-2000

Big Bang Theory

4000.00

Late Peak 2000-2300

Rude Tube

3000.00

Night Time 2300-Close

Suburgatory

300.00

Competitors
The main competitor of Spotify is Deezer. Deezer is similar to Spotify as it is a web-based music
streaming service. It allows users to listen online or offline to music content from record labels:

EMI

Sony

Universal Music Group

Warner Music Group

Deezers advert is a series of humorous ad very much like the one shown. These ads use they're strange
nature to remain memorable. Whereas my advertisement is a stand-alone ad and could not be turned
into a series. Although, the montage ad could be continued in different circumstances.

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