034 - Unilever’s Voice Marketing Play on Spotify

TL;DR

Unilever invests in voice-first ads on Spotify for branding purposes, emphasizing the importance of awareness and mind share rather than direct response or ROI.

Transcript

and estimates say that 65% of web traffic comes from BOTS so what are you really measuring what are you really so certain about when those numbers are frankly pretty meaningless themselves branding works it's not to be discounted simply because it can't be perfectly measured and this is huge for voice in the early days because we don't have great m... Read More

Key Insights

• ❓ Branding efforts, even without precise measurement, can contribute to sales spikes and success.
• 🏛️ Sonic branding and voice content have significant potential for future brand building.
• 🈹 Imperfect measurement methods exist for digital advertising, and it does not discount the value of branding efforts.
• ❓ Affinity and trust are valuable outcomes that cannot always be directly measured but have a positive impact on brand success.
• 🔬 Not all companies need to invest millions in branding plays; time and effort invested in voice content can make a difference.
• 👨‍🔬 Optimization for voice search is a worthwhile investment, given the growing percentage of voice searches.
• 🏛️ A flash briefing or custom skill on Alexa provides value and helps build brand affinity.

Questions & Answers

Q: Why did Unilever invest in voice-first ads on Spotify?

Unilever made this investment to enhance brand awareness and mind share, recognizing the value of branding efforts beyond direct response or measurable ROI.

Q: Can advertising effectiveness be accurately measured in the digital realm?

While digital advertising allows for better tracking, the prevalence of ad fraud and bots highlights the limitations of precise measurement. However, branding has proven to work throughout history, even without perfect measurement.

Q: Is it worthwhile to drive listeners to a branded playlist without driving sales directly?

The value lies in building affinity and positive experiences with the brand, which may eventually lead to website visits or purchases. Though not easily measured, brand exposure and positive associations hold genuine value.

Q: Should emerging platforms like voice be considered a waste of money due to imperfect measurement?

No, it is important to invest in promising new platforms, such as voice, despite the inability to precisely measure ROI. Advertising's imperfect ROI measurement has always existed, and emerging platforms offer valuable opportunities for brand building.

Summary & Key Takeaways

• Unilever has invested in voice-first ads on Spotify, focusing on driving to a branded playlist for increased brand awareness and mind share.

• Branding efforts, like TV ads, may not have direct trackable ROI, but they can still contribute to sales spikes and overall success.

• Sonic branding and voice content have the potential to become crucial elements in the future of branding, despite lacking precise measurement capabilities.