This post is inspired by two things. The first is this excellent book I'm reading at the moment. (It got me thinking of advertising immunisation and how different it must have been when commercial TV first launched - the ads were the main attraction, not a distraction.) The second is the awful audio ads that keep on annoying me during listening to music. (And Stella Artois, it's not annoying in a positive interruptive way, it's annoying in a "I don't like you" way.)
I listen to Spotify regularly. I think it's a great piece of software and it allows me to listen to music I know and music I don't know for free. I'm not a premium user so I get served ads during my interaction with the software.
There are two main ways I use the software.
- I listen to albums in a linear fashion. Usually this is an album I've heard before, and I want to listen to it. I'm a bit of an obsessive about some albums so some of the albums I listen to in this fashion I'll have heard hundreds of times. I know them, I love them.
- I listen to playlists from 3rd party sites. In essence, it's the Genius aspect of iTunes - you get some stuff you like mixed with stuff that pushes your boundaries and introduces you to new music.
There are several different ways Spotify can serve ads to me: Audio ads in between songs; a page takeover that covers the GUI when it's behind other windows; more traditional MPU style ads built into the GUI. It's the interruptive audio ads I want to talk about. (We had Spotify in at work a few weeks ago and they're thoroughly nice people, by the way.)
We've all heard the ads - in between songs you get an ad. Sometimes it's targeted pretty well, sometimes you're wondering why the hell they've served you a particular ad. What I've noticed, however, is how these audio ads interrupt my listening experience in a different way depending on which of the two ways I'm using Spotify.
- If I'm listening to an album in a linear fashion: The ads annoy me a lot; They particularly ruin my enjoyment of some concept albums and live albums as they take a continuous piece of sound and stop it.
- If I'm listening to a random playlist: I barely even notice the ads.
I've thought about this a little and I think the reason for this is quite simple. As consumers, we're simply not used to having a full album interrupted with ads. However, a playlist is more or less like listening to the radio, therefore I tune-out when I hear something interrupting the music.
You see, when I listen to an album in a linear fashion, I know what's coming next. With an album I know I'll know what song is coming next, if it's an album I've not heard before I at least have an inkling of the kind of music I expect, the sound of the instruments or vocals I expect. Therefore, when an ad is served, it ruins my enjoyment of the music because it's such a contrast. A brand can think two things here: 1) They're noticing my ad, or; 2) They are resenting my brand for interrupting their music. It's a new advertising channel - advertising in a full album - so I notice it when it happens, although not in a positive light.
Have a think for a minute. When was the last time you listened to an album in a linear fashion on Spotify and you were happy to hear the ads in there and thought they had something good to add to your experience?
There are a few people that seem to agree with me:
However, listening to a playlist is completely different for me. I'm listening to one now as I type. I have no idea how many times I've been served ads. I haven't noticed. You see, I hear no difference in this and listening to something like Absolute Radio. In between some of the songs I hear a DJ trying to sell me gig tickets, or some audio ads for brands. I'm used to it. It's a mature advertising channel so I've become pretty good at ignoring it.
So what's my point? Well if people are a bit like me, I think in the long term Spotify has a problem - unless they can evolve how they can target and serve their ads.
You see, if you serve an ad to me when I'm listening to my favourite music, I don't like you. The only way I will appreciate your interruption is if it is cleverly done. When Spotify came in I asked them if I could serve ads in between two particular songs. If I know which song has just been played and which is coming on next, I can make my ad relevant to the listener and I can try and make them remember it in a good light instead of a negative one. (There are some lovely creative thought starters I've discussed with people if this were possible.)
At the very least I think there needs to be thought on Spotify's part on how you serve an ad to someone who is listening to an album, versus someone listening to a playlist.
If they're listening to a playlist, you need to grab their attention in a way that is good for them, not you. If they're listening to an album then you need to be sympathetic to the fact that you're interrupting people when they've never been interrupted before.
And agencies need to learn too. Let's think about how we can be mindful of the listener at the other end. We need to be mindful that we're impinging on their enjoyment. We can't go in there and simply be annoying because that is a bad strategy that is going to alienate your brand from my life... are you listening to me Stella Artois?
