“Forbrands,thismeansbeingabletoprovebothquantitativeand
qualitativeROIacrossthreekeyareas:reach,resonanceandreaction.”
Spotifyhascollaboratedwitha numberofbrandsandagencieson
campaigns,provingjusthoweffectivecreativedatainaudiocanbe.
ThestreamingplatformworkedwithOgilvyMelbourneandinsurer
AAMItodelivertheaward-winningWarningSpotscampaign.It delivered
geo-targetedaudiomessagestodangerousspotsalongtheGreatOcean
Roadandinner-MelbourneduringtheLabourDaylongweekend.
ThecampaignutiliseddataaboutVictorianroadaccidentsonthe
mostdangeroushotspotsonsomeofAustralia’sbusiestroads.Byusing
thegeo-targetingcapabilities,AAMIwasabletoservetailoredads
toSpotifylistenersinpreciselocations,warningthemofpotential
dangersahead.
Bryantsaysgreatcreativeaudiohastheabilitytostandoutamongthe
clutterofvisualassetsandcontentconsumersarealreadyexposedto.
“Visualassetsareoftenbeautifulbutthefactis fewerpeopleareseeing
them,”hesays.“Fromanindustrystandpoint,audiois a massivelyunder-
estimatedchannel.Lastyear,I wentouttoaround 70 creativeandmedia
agenciesacrossAustraliaandNewZealandtotalkabout[ourservice]
SpotifyforCreativesanddiscoveredthere’slittleengagementoreven
interestinaudio.
“Wehavea bigeducationjobaroundwhataudiocandotoday.”
AnotherbigplayerchangingupthecreativelandscapeisJCDecaux.
Ina worldwheremostmediaformatsareseeingdecliningadspend,
out-of-home(OOH)alongsidedigitalareexperiencinggrowth.
JCDecauxANZheadofcreativesolutionsAshleyTaylorseeshuge
opportunitiesinOOHforbrands.Likemanyothersjoiningadlandin
recentyears,Taylor’sbackgroundisn’tinOOH,insteadshecamefrom
experientialandeventsmarketing.
Thisbackgroundhashelpedhertransforma regularstreetpanelinto
anythingfromasunscreen dispenser forNeutrogenaduringthe
AustralianOpentoaninteractiveadusingfacialrecognitiontodetermine
thelikelihoodofpashrashfroma man’sMovembermoustache.
“Forme,out-of-homeis justa stage,andthen it’s all about making the
most of the stage we have,” says Taylor.bereallypowerful—buttheytend
totakethesouloutofit.”
Onanygivenday,peopleare
exposedtoasmanyas10,000ads,
butmostgounnoticedastheworld
becomesdesensitisedtothem.
Brockbelievesif creativeshavea
betterunderstandingofhowpro-
grammatic works, as well as
knowledgeonthepowerofdata
andnewtechnology,thatitwill
onlyenhancetechnology.
Hetherington,ontheotherhand,
sayssheunderstandshowdifficultit
canbeforcreativestoreallystayon
topofthelatesttechnology.
“Obviouslywhattechnology
hasunlockedfroma creativepoint
ofviewis veryexciting,”shesays.
“Butatthesametime,beingcrea-
tiveis actuallyveryscarybecause
it feelslikeyou’vealwaysgottobe
ontheforefrontandintheknow
witheverything.
“Thewaytechnologychanges
andthenewplatformsthatare
available,it [canbe]quitehardto
keepup.”
Instead,shesuggestscreatives
takea moregeneralapproachto
learningthesenewtechnologies
andplatforms,andpartner with
thosewhoareexperts.
Pushingtheboundaries
Asdauntingasrawdatacanbe,
manybrandsarebeginningto
findwaystouseit creatively.Data
scientistrolesareinhotdemand
anddata’susageincampaignsis
startingtogarnermorespotlight
withawardssuchastheCreative
Data Lions awardcategory at
Cannes Lions International
FestivalofCreativity.
Music streaming platform
Spotifyhasbeenusingitsservices
tohelpbrandsusedatacreatively
intheaudioworld.
SpotifyANZcreativesolutions
leadMattBryantsaystechand
datadoesn’thavetocomeatthe
expenseofcreativity,orviceversa.
“Techanddataareenablersof
creativity. When listeners are
servedmorerelevantmessaging,
it’sa betterexperienceforevery-
body,”hesays.
“For creativesand creative
agencies,it meansunfilteredguid-
ancetounderstandingwhatlisten-
erswantandhowtogetthemost
out of creative ideas for brands.
Whattechnology
hasunlockedfrom
a creativepoint
ofviewisvery
exciting.Butatthe
sametime,being
creativeisscary
becauseit feelslike
you’vealwaysgot
tobeintheknow
with everything.NicoleHetherington,
co-founderand
creative partner AbelInvestigation