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How to Run Spotify Ads: Costs & Key Considerations

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How to Run Spotify Ads: Costs & Key Considerations

Spotify went public in 2008 in a market crowded with rival music services. The music streaming app has shattered expectations by reaching over 602 million users, including 236 million subscribers, across 180 markets. It is now the world’s most popular audio streaming subscription service.  

Spotify Ads is also the largest digital audio advertising platform — giving marketers and brands a direct line into the ears of millions of ad-supported listeners.

The breakneck velocity of Spotify’s rise is incredibly impressive. The platform’s active users spend on average 148 minutes a day listening to their favorite music app — and most of these users are enjoying Spotify’s free, ad-supported version.

It’s clear Spotify is seeing vast success, but let’s dive a bit deeper into the world of advertising within the increasingly popular platform. Here’s a quick look at what digital audio advertising is, what Spotify Ads can offer brands and advertisers, and how you can get started. It’s easier than you might think.

The Advantages of Spotify Ads

With a valuation of over $72 billion, strong year-over-year growth in active users, with no signs of slowing down — Spotify has a bright future ahead.

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Some marketers have been slow to leverage this new medium of advertising, but maybe now it’s time to pay attention as time spent in these ad units is increasing. Spotify offers marketers many unique advantages that can be leveraged to reach millions of tuned-in listeners across the globe. Let’s cover a few of the highlights:

Expansive and Diverse Audience Reach

Spotify is consistently expanding its reach and has an extremely diverse audience which is a huge benefit for potential advertisers. When advertising on the platform, you’ll have access to:

  • 300 million+ ad-supported listeners
  • Users who spend 2+ hours listening daily 
  • A 24% lift increase in ad recall for audio ads (according to Spotify)

As an added bonus, Spotify reports that “when compared to multi-format campaigns, audio-only campaigns tend to drive more foot traffic to stores at a more efficient cost per visit.”

In addition to effectively reaching an incredibly wide audience, Spotify also collects first-party data from its users that marketers can leverage to inform their targeting decisions.

Consumers Spend A lot of Time on the Platform

Consumers are increasingly investing significant time on the Spotify platform, drawn in by its vast array of content. With almost every song imaginable available for streaming and a steadily expanding library of podcasts, there’s no shortage of entertainment options. 

With their “Broadcast to Podcast” program, your favorite radio shows are finding a new home, seamlessly transitioning from airwaves to headphones. The numbers speak for themselves: 32% of Americans now listen to podcasts regularly, and that number is only growing.

A Ripe Opportunity for Engagement and Revenue Generation

With a commanding presence in the audio advertising arena, Spotify boasts a substantial market share, leveraging its vast user base comprising predominantly Millennials and Gen Z, but also attracting a significant number of older users. Currently, over 317 million users are engaged with the ad-supported tier of the platform, presenting a big opportunity for advertisers. Spotify’s approach to engaging users is multifaceted, employing a combination of audio, video, and display ads to effectively reach and resonate with audiences. 

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By utilizing audio when users are most receptive, complemented by engaging video content to enhance messaging, and reinforced through strategic display ad placements, Spotify maximizes ad impact. The platform’s commitment to innovation is evident through its continual enhancement of ad offerings, introducing new functionalities to ensure advertisers can optimize their campaigns and connect with audiences in meaningful ways.

Spotify Provides a First-party Data Advantage

Whenever a user listens to a song, queues a playlist, or creates their own playlist — they are telegraphing something about themselves:

  • How they feel
  • Where they are
  • What they’re doing

This is the power of first-party data, and it’s a golden commodity for marketers and brands when it comes to reaching a targeted audience at the right time.

Consider Spotify’s running playlists for example. Spotify collects data that pinpoints when and how often users listen to running playlists. Brands like Nike put ad dollars to insert themselves into the headphones of users who are fired up and exercising. To put it simply – the ad resonates on an even deeper level.

Brands can use Spotify’s first-party data to reach listeners during very specific moods or activities — all based on the music that they’re engaging with.

Josh Brisco believes that Spotify’s advertising platform will only become more powerful in the future.

“With millions of ad-supported listeners world-wide and robust targeting capabilities, it is a fantastic way to get in front of a desired audience. Its continued user growth and investment in its ad units, capabilities, and overall product make it one to watch.”

How Spotify’s Ad Types Work

Spotify is based on a freemium model — where all users can have unlimited, free access supported by 15 and 30-second ad breaks. However, users can opt to pay for a premium account for an ad-free listening experience (besides certain ad units like homepage takeovers, sponsored playlists, and podcast ads). The great majority of Spotify’s listeners opt for the ad-supported version.

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These ad units can play pre-roll and post-roll when users are listening to their favorite songs. Spotify also gives advertisers the option to incorporate video and display options into their strategy. 

Spotify Ads has expanded into a variety of different ad units:

Audio Ads 

Spotify’s audio ads are concise yet impactful, strategically placed between songs with clickable display content to engage listeners. With a maximum length of 30 seconds, these ads efficiently deliver messages to the target audience, spanning both mobile and desktop devices. Beyond direct targeting, these ads have the potential to reach additional demographics as they may play in various public spaces like stores and restaurants where Spotify is used.

With this ad type, you can combine audio messaging with customizable images (i.e: brand names, slogans, and calls-to-action) to drive traffic to designated websites. These ads offer highly targeted options, including geographic targeting, to ensure relevance and maximize impact.

These ads are extremely successful for brands. In fact, a study by Nielsen found that Spotify audio ads led to a 24% increase in ad recall and a 17% increase in purchase intent among listeners. 

 

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example of a Spotify audio ad with a companion image, advertiser name, logo, tagline, and CTA

Source: Spotify

Video Ad Takeover (Mobile) 

Designed exclusively for mobile and tablet viewing, Spotify’s Video Ad Takeover offers advertisers a dynamic platform to showcase their brand message. With a strict limit of 30 seconds and a maximum file size of 500 MB, these videos are optimized for seamless integration into the user experience. Displayed in either portrait or landscape orientation with a 16:9 ratio, the ads are strategically placed between songs or during commercial breaks, ensuring maximum visibility when the screen is in view. 

Each video ad is accompanied by a companion banner featuring a customizable CTAs, enhancing user engagement. Advertisers also have the option to include a Branded End Card at the end of the video, providing an active link to their website for further interaction.

example of a Spotify video takeover ad on mobile device

Source: Spotify

Overlay Ads

Spotify’s Overlay Ads (compatible with both desktop and mobile devices), are a straightforward yet effective advertising solution. These simple, clickable display ads are strategically served to users upon their return to the Spotify app, ensuring maximum visibility and engagement. Occupying the full screen, these ads provide a prominent presence, capturing the user’s attention from the moment they re-enter the app. 

Users have the option to close the overlay either by clicking on the designated ‘X’ or allowing it to automatically close after 30 seconds. With a clickthrough URL included, these ads provide a seamless pathway for users to explore further content or interact with the advertised brand. As the first thing users see upon returning to the app, Overlay Ads offer advertisers a prime opportunity to make a lasting impression and drive desired actions.

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example of a Spotify overlay ad for Kia Sportage shown on a desktop and mobile device

Source: Spotify

Homepage Takeover (Desktop)

With Spotify’s Homepage Takeover (desktop), advertisers can prominently feature their brand message on the front page of Spotify’s Desktop Homepage for a full 24 hours. This prime real estate allows for maximum exposure and engagement with users. While the ad links directly to the advertiser’s site, it’s important to note that audio is not supported in this format, although videos can be included to enhance the visual impact. 

Spotify offers resources and guidance to assist advertisers in crafting the perfect homepage ad, ensuring it aligns with platform guidelines while reflecting the advertiser’s vision. Additionally, third-party integration enables support for rich media, allowing for even more interactive and engaging advertising experiences. 

example of a Spotify homepage takeover ad for Fate of the Furious on a desktop

Source: Spotify

Leaderboard 

Leaderboard ads on Spotify are clickable ads that appear for 30 seconds, exclusively during a listening session when Spotify is in view. These ads are accessible via desktop player or web app, offering advertisers a direct channel to engage with users during their music or podcast streaming experience. With support for images or short animations lasting up to 15 seconds, advertisers have the flexibility to convey their message effectively within the specified timeframe. 

These ads are clickable, allowing users to interact with the ad content and be redirected to the advertiser’s desired destination. Leaderboard ads support rich media, enabling the incorporation of interactive elements to further enhance user engagement, whether implemented by Spotify or a third-party provider. 

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example of a Spotify Leaderboard ad for Kia Sportage under a Discover Weekly playlist

Source: Spotify

Sponsored Playlist 

Distinguish your brand on Spotify with a tailored playlist sponsorship, featuring a clickable display ad and in-playlist media placements. With this feature, you can collaborate with Spotify to select the most relevant playlist for your target audience, leveraging the platform’s extensive user data and insights. For example, Kia recently sponsored Spotify’s New Music Friday playlist, a weekly favorite among millions of listeners worldwide. 

This ad type ensures visibility across both mobile and desktop platforms, reaching audiences wherever they engage with Spotify. Your brand’s logo or ad assets will be prominently featured within the playlist interface, guaranteeing consistent exposure in the playlist queue. 

While anyone can create a playlist for free, opting for the sponsored option provides a strategic shortcut to reaching a large audience without the need to organically build a playlist from scratch. 

example of a Spotify Sponsored Playlist ad on desktop and mobile device

Source: Spotify

Sponsored Session Video

Tailored for mobile listeners, Sponsored Session Video ads on Spotify offer an opportunity to engage users with a brief interruption that presents an offer: 30 minutes of ad-free listening in exchange for watching a video ad on their phone. Similar to typical audio ads, these video interruptions prompt users to opt into an uninterrupted listening experience by engaging with the full video ad. The video ad must adhere to a duration of 30 seconds or less and can include a URL directing users to the advertiser’s webpage for further interaction. 

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While specific pricing details for Sponsored Session Video ads may vary based on factors such as targeting options and campaign duration, they are generally considered to be more expensive than audio ads due to their enhanced engagement potential and the value of providing ad-free listening time to users. Engagement rates with Sponsored Session Video ads can vary depending on factors such as the relevance of the ad content and the appeal of the offer presented. Engagement rates for Sponsored Session Video ads tend to be relatively high, with a significant portion of users opting to engage with the ad in exchange for ad-free listening time. 

example of a Spotify Sponsored Session video ad on mobile devices

Source: Spotify

Banner Display Ads

Featured at the top of a Spotify user’s homepage, Banner Display Ads provide immediate visibility upon opening the app. As users navigate within the app, the banner seamlessly transitions to the bottom of the screen, ensuring continued exposure while minimizing disruption to the user experience. 

This strategic placement enables advertisers to capture the attention of users as they engage with Spotify’s platform, maximizing the impact of their advertising campaigns. With Banner Display Ads, advertisers can effectively reach and engage their target audience, driving brand awareness and fostering meaningful interactions within the Spotify community.

Podcast

Spotify offers a unique opportunity for advertisers to reach specific and well-defined audiences through podcast advertising. Pre-recorded ads, typically short audio clips ranging from 15 to 60 seconds, are strategically inserted within episodes. Host-read ads offer a more personalized touch, as hosts deliver the message in their own voice and style, which can enhance trust and authenticity. Another option is branded podcasts, where sponsors have the opportunity to immerse listeners in their brand story by sponsoring entire episodes or series. When it comes to reaching the right audience, platforms like Spotify Ad Studio allow for targeting specific podcasts, demographics, interests, and behaviors. Dynamic Ad Insertion enables ads to be automatically placed in relevant podcasts based on specified criteria. Additionally, direct deals offer the chance to negotiate exclusive placements with high-impact podcasts or networks, further enhancing the reach and impact of the advertising campaign.

example of a Spotify Podcast ad on a mobile device

Source: Spotify

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The Cost of Advertising on Spotify

When considering advertising on Spotify, pricing varies depending on several factors, including the chosen ad type, target audience, location, and campaign duration. The minimum investment required for a campaign is $250, with a daily rate of $15. Additionally, ad impressions typically cost between 1 to 3 cents per impression. 

Both audio and video ads utilize a basic auction system familiar to digital advertisers, offering bid caps and the flexibility to adjust bids during the campaign. Targeting options include Cost per Impression or maximum CPM bid, with higher costs expected for targeting popular audience segments. 

To better estimate ad costs, Spotify Ad Studio provides a cost estimator tool. There are three main methods to purchase Spotify ads… 

  • Self-serve through Ad Studio – Which allows advertisers to create and submit ads independently
  • Automated – Where agencies or DSPs manage media buys using dynamic bidding
  • Direct – Involving collaboration with the Spotify team to customize ad experiences or secure guaranteed inventory, although this option may not be suitable for all advertisers due to associated costs.

 

How You Can Advertise on Spotify

These days, almost anyone with any budget can advertise on Spotify. Here’s how to get started.

1. Set Up an Account

First things first, you’ll need to set up your Spotify Ad Studio account to get started. Within this platform, you’ll be able to:

  • Build out audio campaigns
  • Create audio ads using your script and a selection of background tracks and voice profiles
  • Gauge impressions based on your targeting and spend
  • Measure campaign performance within the dashboard

2. Add Basic Campaign Details

When you start creating an ad, the first question that Spotify Ad Studio will ask is if you are promoting something music-related, or representing a brand. Music-related ads are for artists or those in periphery of the music business, like sellers of concert tickets and merchandise. Non-music ads are for every other type of brand that advertises on Spotify.

Once you’ve made that selection, give your ad a name. Since this name will be for internal use only, choose a name that’s both descriptive and easily recognizable to streamline your internal discussions and analytics.

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Next, select your ad category. Spotify simplifies this process by offering categories that span across various interests and behaviors. This categorization helps ensure your ad reaches listeners most likely to be interested in what you’re offering, whether it’s lifestyle, technology, entertainment, or any other sector relevant to your brand.

3. Define and Target Your Audience

Targeting is one of the most important steps when creating an ad. If you’re targeting the wrong people, your brand’s message is unlikely to resonate. Ad Studio allows you to target audiences based on:

  • Who they are (age & demographics)
  • Where they are (city and geography)
  • How they listen (devices & connectivity)
  • What they listen to (genre, playlists, podcasts)
  • Predicted interests (lookalike targeting)
  • Off-platform behaviors (custom audience match & 3rd party interest targeting)
  • Past interactions (brand exposure, sequential messaging, real-time retargeting)

As mentioned above, one of Spotify’s key targeting features is the ability to target by listener behavior – we highly encourage you to check out this feature. When targeting through Spotify, you can also use first party data like your own customer lists and demographic information to create custom audiences (country, location(s), age group, gender, platform, language). Keep in mind that these are seen as the building blocks to creating a custom audience. You can also target by interests and behaviors but this is optional. For example, target based on podcast or playlists they listen to, favored genres, or for certain contexts (like a workout playlist).

If your objectives change at all throughout your campaign – no worries – you can make changes to your target audience at any time.

4. Set Your Budget, Objectives, and Schedules

Now we’re ready to start building out the finer details of the campaign. Start by selecting your ad format—be it audio, horizontal video, or vertical video. Then, choose if you want to place these ads across music and podcasts or limit them to music only. As we previously covered, there are a variety of ad formats to explore within Spotify’s Ad Studio.

You also have the option to exclude your ads from appearing during podcasts labeled as “sensitive.” This is an important consideration if you’re concerned with brand safety, or just wouldn’t want to appear during an ad break for a gritty true crime episode. On the complete other side of the coin, you can choose to target your ads to appear during episodes focusing on specific topics that resonate with your target audience, such as business, fashion, or technology.

Next, you’ll be able to schedule your campaign and set a budget. Spotify gives marketers precise control over the start and end dates for the campaign, right down to the minute. 

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Then it’s time to set your budgets. Spotify lets you approach this in two ways: Daily budgets and lifetime budgets. It’s worth noting that daily budgets are not strict caps but guidelines, as Spotify may adjust spending based on demand to maximize your ad’s impact. However, setting a bid cap is still crucial for controlling expenditure, preventing overbidding, and ensuring your campaign remains cost-effective.

While you’re building the ad, take note of Spotify’s deliverability gauge on the right side of the page. This helps you estimate how much you’ll need to budget to reach your intended audience and the likelihood of fully utilizing your budget each day. 

Finally, you’ll be able to set your objective – this is how Spotify determines appropriate placements for your ad. You can choose between three options:

  • Impressions – Spotify will show your ad more often. Unlike reach, this is based on how many times the ad is served, rather than how many people it reaches. Note that 
  • Reach – Spotify will show your ad to more people. For example, you could show your ad to 1,000 people one time using this objective.
  • Clicks – With this objective, you’ll only pay if someone clicks on your ad. Clicks are almost always the most expensive option, but it’s perfect for brands seeking to increase conversions.

Spotify also allows for setting frequency caps to manage how often your ad is served to individual users, ensuring your message remains fresh without overwhelming your audience. You can set frequency caps on a daily, weekly, or monthly basis. This is especially important for advertisers who want to use the Impressions objective.

The last item on this page allows you to set bid caps. Unlike your budget, this is a hard cap on how much you’ll spend to place a single ad. Strategically setting bid caps is crucial for controlling expenditure, preventing overbidding, and ensuring your campaign remains cost-effective. If you’re not sure what a good bid cap is, Spotify provides a recommendation to get you started – you can always run the campaign and fine-tune the bid cap later.

5. Create Your Ad and Upload Your Audio

At this point, it’s time to put the final touches on your campaign. Add a unique name to the ad – this is for internal purposes only, so choose something that will help your team stay organized. Then, enter your brand’s name complemented by a compelling tagline and indicate the language that your ad is in.

After that, you’ll upload your ad’s image, ensuring it meets the minimum resolution requirement. Under the image upload field, you’ll be able to include a direct click-through URL, which is where you’ll send listeners if they choose to engage with your ad. To help them engage, you’ll also be able to select a Call-to-Action from a dropdown list of options, such as “Listen Now.”

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If your campaign leverages audio, you’re presented with two paths: upload a pre-existing audio file or use Spotify’s in house creative team to produce your ad, including background tunes and even script writing. Simply provide a creative brief, and their team will try to produce your ad to the best of their ability.

For those using video ad formats, uploading your content is as simple as drag-and-drop, with additional capabilities for viewability tracking via third-party vendors. This ensures your ad not only reaches but resonates with your target audience.

Once all those steps are done, you’re ready to launch!

6. Measure & Monitor Performance

Measuring and monitoring the performance of your ads is crucial for optimizing your advertising strategy and maximizing your return on investment. With Spotify’s Ad Studio, you can easily track and analyze the effectiveness of your campaigns. Ad Studio provides initial results within 24 hours of your ad going live, allowing you to quickly assess its performance. You’ll have access to a range of key metrics, including people reached, frequency, impressions, completion rate, CPM, CTR, and insights into how long people listen to the ad and the genres they’re tuning into. 

You can utilize third-party measurement tools for more advanced analysis and deeper insights into your campaign’s performance. By regularly monitoring these metrics, you can gain valuable insights into audience behavior and preferences, enabling you to refine your targeting, messaging, and creative assets for improved results. With Ad Studio’s real-time reporting capabilities, you’ll have the actionable data you need to make informed decisions and optimize your advertising efforts effectively.

Spotify Ads Best Practices

We’ve covered everything from Spotify’s overall advantages to various ad types, but how can you make sure you’re following general best practices when it comes to advertising on the platform? Let’s dive in.

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Build Strong Messaging

In a recent study, Spotify has found that listeners are less concerned by the length of a creative, and more about the message itself. This means it’s critical to have strong messaging from the start. Be clear, concise, conversational during your ads so listeners grasp the point(s) you’re trying to make quickly. Don’t forget to communicate any additional benefits you are giving your audience like promo codes or sale offerings.

Include a Clear Call-to-action (CTA)

What action are you trying to get listeners to take? Ads on Spotify are on the shorter side so by including a strong CTA (ie: “Buy Now”), you’re allowing users to easily and quickly complete the intended action. Including a clear CTA within your ad is crucial – don’t forget it!

Test and Learn

No matter the campaign you’re running, it’s incredibly important to test and learn from the performance of your ads. You’ll want to take a deeper look into your ad metrics to ensure you’re meeting or exceeding your KPIs to see if tweaks need to be made. As we’ve previously covered, Spotify has a wide range of ad types for advertisers to utilize. If one ad type isn’t meeting your intended goals, be open to testing and trying out new methods.

Conclusion

Not looking to manage your Spotify Ads all by yourself? No problem. 

Creating, managing, and tracking ad performance takes time – we get it. So, if you’re looking to streamline your Spotify advertising process, Tinuiti can help. By working with our team of experts, you can take your Spotify ads to the next level by utilizing a more customized approach to further target your ideal customers. By working with a dedicated streaming audio agency, your Spotify advertising has the ability to stand out among the competition – elevating your brand to new heights in this emerging space.

“By working with Tinuiti, your brand’s Spotify ads are in the hands of specialists who are familiar with audio campaign set up, optimization, and success. Our programmatic team is in the platform daily, making real-time bidding adjustments to campaigns that boost performance while maintaining efficiency. This performance visibility allows us to understand how audio stacks up against your other tactics in a user’s path to conversion. Our programmatic experience and hands-on approach is what sets us apart.”

– Carly Fipps, Programmatic Senior Specialist at Tinuiti

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If you’re interested in learning more about Spotify advertising, streaming audio, or how Tinuiti can help your business, contact us today.

Editor’s Note: This post was originally published by Greg Swan in May 2018 and has been updated for freshness, accuracy, and comprehensiveness.

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MARKETING

2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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1713005765 267 2 Ways to Take Back the Power in Your Business1713005765 267 2 Ways to Take Back the Power in Your Business

Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

1713005765 14 2 Ways to Take Back the Power in Your Business1713005765 14 2 Ways to Take Back the Power in Your Business

She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

1713005766 526 2 Ways to Take Back the Power in Your Business1713005766 526 2 Ways to Take Back the Power in Your Business

However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

1713005767 257 2 Ways to Take Back the Power in Your Business1713005767 257 2 Ways to Take Back the Power in Your Business

The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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