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Spotify Spotify CIBLAGE & CIBLAGE & CIBLAGE & CIBLAGE & COMPORTEMENT COMPORTEMENT Cedric Cedric Begoc Begoc // Creative ninja // Creative ninja [email protected] [email protected] // @fifi_ // @fifi_

Spotify Ciblage et Comportement @ Radio 2.0 Paris 2014

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Spotify : Ciblage et Comportement. Le comportement utilisateur au coeur de l’innovation publicitaire Où l’on se concentrera sur la façon dont on peut utiliser la data utilisateur pour affiner de façon exponentielle le ciblage publicitaire. Animation par Cédric Begoc, Responsable Commercial EMA Présentation donnée aux IV Rencontres Radio 2.0 Paris, le 13 octobre 2014 dans le prestigieux Studio 105 de la Maison de la Radio de Radio France. Info : www.RR20.fr Pour rester informé, suivez-nous sur : - Facebook : Radio 2.0 Paris - Twitter : @Radio_20 #rr20 - LinkedIn : Radio 2.0 Organisateurs : Nicolas Moulard / Actuonda, Xavier Filliol / Editions de l'Octet, Radio France, Ina Expert Partenaires : - Partenaires Platinum : Mediametrie, Limelight - Autres Partenaires : Music Story, Triton Digital, Targetspot, RCS, Spotify, Netia, Deezer, Kantar - Partenaires Média : La Lettre Pro de la Radio, RadioPub, Media +, Edition Multimedia, Satellinet, French Web - La Radio des Rencontres : Broadcast Associés, Radioline Avec le soutien du Ministère de la Culture et de la Communication, Geste, ESML, Syrol, Sacem, UDA-Union des Annonceurs, IRMA, Salon de la Radio, URTI Membres du Comité de Pilotage : Actuonda, Broadcast Associés, Deezer, Editions de l’Octet, Havas Media, INA, IndésRadio, irma, Kantar Media, Ministère de la Culture et de la Communication, MédiaMétrie, Orange, Radio France, Radioline, RFI, RTL, Sacem , Spotify Targetspot , Triton Digital, UDA-Union des Annonceurs, Warner Music France.

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Page 1: Spotify Ciblage et Comportement @ Radio 2.0 Paris 2014

SpotifySpotifyCIBLAGE & CIBLAGE & CIBLAGE & CIBLAGE &

COMPORTEMENTCOMPORTEMENT

Cedric Cedric BegocBegoc // Creative ninja// Creative ninja

[email protected]@spotify.com // @fifi_// @fifi_

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500 avant J.CThèbes

« Achète-moi et tu feras une bonne affaire. »

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Emile De Girardin

18361836

Création de la publicité média

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Le storytelling n’estLe storytelling n’est

qu’une partie de la pub

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Nous avons

besoin de

contextecontexte

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Music is about Self

57% of Spotify users say they define themselves to a

great extent by the music they listen to

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76%

100%

TV

Music

Music is an universal passion point

Which of these play a big role in your life, what can’t you live without?

34%

38%

39%

54%

60%

76%

Sport

Fashion

Video Games

Books

Films

TV

Source: Crowd DNA Research 2013

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Life is made up of music moments

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More than 50% of all activity on social

networks revolves around music

Source: Sounds Like Branding, 2010

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Highly engaged music fans

105 mindaily time spent

listening

2BSpotify music objects

posted to Facebook

every month

30Mplaylists created

every week

Source: Spotify Confidential Global Data, August 2012

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24Section name

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Listening to online music is the first internet habit in the WorldListening to online music is the first internet habit in the World

55% Music , Movies & Games

49% Social Networking

33% Radio

28% Instant Messaging28% Instant Messaging

15% Watching TV

2% Online Gambling

Streaming has expanded the total amount of audio that people are consuming

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Visibility on Spotify vs Traditional websites

Is the average percentage of unseen ads for

campaigns on traditional websites.Source: ComScore, June 2013

54%

100%100% is your visibility on Spotify. • We trigger ads only when the user is active on Spotify.

• We show only one ad format per page.

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Your music tool kit

Audio+

Display

Homepage Takeover

Audio+ mobile

Average CTR0,69%

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Your music tool kit

Audio+

Display

Homepage Takeover

Audio+ mobile

Average CTR0,69%

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Your music tool kit

Audio+

Display

Homepage Takeover

Audio+ mobile

Average CTR0,17%

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Your music tool kit

Audio+

Display

Homepage Takeover

Audio+ mobile

Average CTR1,52%

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Ad targeting for everyone...

Geotargeting Time of day Music genreAge Gender

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Spotify Knows Me Better Than I Spotify Knows Me Better Than I Spotify Knows Me Better Than I Spotify Knows Me Better Than I

Know MyselfKnow MyselfKnow MyselfKnow Myself

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Future of Spotify Ads

Moving from targeting music genres to…

Targeting users based Targeting users based on their taste profile.

Socio-cultural targeting made easy.

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Because I’m Api

Spotify

October 20, 2014

Because I’m Api

Cedric Begoc

@fifi_

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Custom Operations

How Hetero?

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Custom Operations

Ninja Turtles

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Custom Operations

Kit Kat

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Custom Operations

FFF

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Facebook.com/Spotify.FrFacebook.com/Spotify.Fr

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Custom Operations

Begin Again

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spotify:ad:effa6d46006e4525ae79beb241753a29spotify:ad:effa6d46006e4525ae79beb241753a29

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Custom Operations

Boost Battle

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http://spotify-adidas.le-labo.net/playlist

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Custom Operations

Palo Alto

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http://palo-alto.le-labo.net/?mobile

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Custom Operations

Levi’s

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IV Rencontres RADIO 2.0 Paris

‘Les nouvelles frontières de la radio 2.0’

IV Rencontres RADIO 2.0 Paris

‘Les nouvelles frontières de la radio 2.0’

13 Oct. 2014 13 Oct. 2014 @ @ Radio France Radio France 13 Oct. 2014 13 Oct. 2014 @ @ Radio France Radio France

Partenaires Platinum

Nicolas Moulard

[email protected]

Xavier Filliol

[email protected]

Organisateurs

Partenaires Gold La Radio des Rencontres