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The advertising world figured out long ago that consumers are hungry for media, and with that insatiable demand comes expectation for instant gratification. People want their media yesterday, especially music.

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Though music streaming platforms have spiked in popularity, they remain an untapped market for advertisers … aside from the usual digital ads.

Users of the free options are familiar (and maybe annoyed) with advertisements interrupting their favorite tunes. The platforms have provided ways around that, and many users think paying a small monthly fee is worth it to not have to listen to ads.

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It’s time to get more creative when it comes to targeting audio audiences.

Luckily, there is no shortage of users still choosing their free, ad-filled options. Between Spotify, Google Play, Apple Music or Amazon Unlimited, there are a plethora of platforms for consumers to choose from and for advertisers to pitch their products. Currently, 45 million people use the free Spotify service monthly.

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Today, digital audio ads are more popular than ads on AM/FM, which makes it the perfect platform to reach audiences across multiple devices­!

Companies like Coca-Cola offered listeners 30 minutes of ad-free music if they watch their video.

Reebok created their own Spotify playlist called “Reebok FitList” which marketed their brand without many consumers even being aware.

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Following Coca-Cola and Reebok’s lead can be beneficial for a wide range of industries, with the use of incentives and discreet placement.

Targeting consumers by interrupting their music streaming is not the way to capture hearts for your brand. Don’t be afraid get creative with how you tap into the audio audience!

Every April, music lovers and fashionistas across the country have serious FOMO. Why? Coachella, of course! The two-week long music festival in the desert has become the place to be to experience music and amazing street style.

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@Coachella

Besides its great line-up, Coachella has also set the bar for event social media use.

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@AlessandraAmbrosio

The festival has taken advantage of every channel possible to gain coverage and generate interest. Event wristbands link to guests’ Facebook accounts. As they check in at the various stages, their Facebook page will update with their location as well as which band they are seeing.

Snapchat has a continuous live stream of crazy videos and photos from concertgoers. Coachella even has photo booths around the property and, once a guest takes a photo, they can immediately upload it to their Facebook page with Coachella’s custom hashtags: #Coachella and #Coachellalive.

But the ultimate social outreach for music lovers that couldn’t make the trek to Cali? A live stream of every performance, free, on YouTube.

Besides Instagram and Facebook, the buzz that Coachella creates every year has permeated into other media outlets and brands. Blogs and fashion websites can’t wait to post photos of celebrity street style. In addition, clothing retailers have created full, festival-themed lines just for the occasion.

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@KendallJenner

Brands potentially have a lot to learn from Coachella’s massive media effort. If people love your event, a lot of the work will be done for you. There is no better coverage than what your guests create.