The presentation Spotify gave to the Remarkable group. Includes some user demographics and case studies. Information accurate in October 2011.

1. Remarkable Group
An Introduction to Spotify
11th October 2011
Thursday, 13 October 11

2. Agenda
What is Spotify?
New Features
Spotify is Social
Listening - How & Who?
Spotify & the Advertiser
Formats
Beyond the Ad
Summary
Thursday, 13 October 11

3. Spotify is...
On-demand streaming music service
Music is instant, simple and free
Free, subscription and mp3
100% Legal
All the music, all the time
Thursday, 13 October 11

4. Spotify is a World Of Music...
Functionality Discovery Mobility
Search Related Artists Use anywhere
Import Local Files Artist Radio Mobile Music
Playlists Biographies Offline Mode
Thursday, 13 October 11

5. Spotify is a World Of Music...
• A music ecosystem for everyone
• 15+ million songs
• Social - Hard-coded integration of Facebook
• Mobile - Android, iPhone, Nokia OS, Windows 7,
Palm
• Multi-platform - Sonos, Logitech, Onkyo,
Shazaam, all iPods.
• ISP partnerships - Telia (SE), Virgin Media (UK)
• No network ads - Spotify is a brand
engagement platform
Thursday, 13 October 11

6. Spotify says hello to the iPod...
Manage your iPod in Spotify!
For the first time, seamlessly manage any iPod
classic, iPod nano and iPod shuffle in Spotify.
The all-new Spotify download service!
By introducing a range of MP3 bundles, we’ve been
able to offer you some of the most competitive
prices available - from as little as 50p per song.
Spotify Mobile app now available to all!
Everyone can download the Spotify Mobile iPhone &
Android apps to wirelessly sync your MP3 playlists in
Spotify from your computer to your phone.
Thursday, 13 October 11

7. Spotify is Social
Your Friends Your Facebook
Your Profile
Yo ur Playlists.. Your Inbox
..Collaborative
Thursday, 13 October 11

8. Spotify is Social 8
We’ve gone from a product built around content to...
"The new version of Spotify is really pretty amazing –
it shifted the experience so now you connect with your
Facebook account to see what all your friends are
listening to and all the different music they like and
subscribe to. It adds a new element on top of the
experience and almost makes it a completely different
experience. I'm using it so much more."
Mark Zuckerberg, London, Monday 21 June 2010
"a product built around people"
Thursday, 13 October 11

9. Music is getting more social, thanks to Spotify and Facebook.
When Spotify fans use our Facebook
features, they listen to and discover
more music.
Facebook connected users:
• have twice as many playlists in
their libraries
• listen to 38% more streams
Thursday, 13 October 11

10. Spotify and Facebook... now we’re getting even friendlier.
A new Spotify Music
Dashboard app within
Facebook will mean that
people can discover
music like never before.
Thursday, 13 October 11

11. Key features
The new Dashboard will contain an overview of friends’ top tracks and playlists.
The Ticker Feed stories
This will display, in real This will show what
time, what music music friends have been
friends are listening to. recently enjoying. For
example - “Joseph and
Kat both listened to Bon
Iver on Spotify”. Users
can then click and listen.
Artist pages
Installation
From here, users can
All Spotify music posts
access entire
will have a Play button.
discographies and
Clicking this button will
see/play the most
start that song or album
popular tracks
in Spotify. If they are not a
amongst all users and
Spotify user they can
their friends.
choose to sign up there
and then.
Thursday, 13 October 11

12. Spotify Music Lovers can now...
fight against piracy: reaching
more people gives more people
legal alternative
get personal recommendations
for new music based on your/your
friends’ likes support new artists - new
opportunities for musicians now
that fans can listen to their music
search for music on Facebook instantly
sign in via Facebook choose not to share
discover and share more music
than ever before through friends link from Facebook to the Spotify
download store to purchase
Thursday, 13 October 11

13. Spotify Bringing You...
• Socialisation
• Scale
• Engagement
• Discovery
• Creativity
Thursday, 13 October 11

14. The only music player you’ll ever need in one lean green music machine
Free streaming
allowing for music on demand
Choice
largest catalogue with over 15 million tracks
Discovery
through search, related artists, looking at friend playlists
Sharing
most social user experience available
Compatible Devices
such as iPods, iPhones & Android means Spotify is now accessible to more users
Downloads
bundled at competitive prices means being able to complete your playlists on the go
Thursday, 13 October 11

15. Listening How & Who?
Thursday, 13 October 11

16. Spotify is available to all...
Thursday, 13 October 11

17. Spotify is loved...
8 Countries 10+ Million Users
Thursday, 13 October 11

18. Hello America, Spotify is here...
On launch day alone we logged...
85,198 blog mentions
26,226 news mentions
531,000 tweets
Thursday, 13 October 11

19. Spotify USA coverage
1
Thursday, July 14, 2011
Thursday, July 14
, 2011
Thursday, 13 October 11

20. Spotify is loved...
• Spotify users are Passionate and active
• 79% of users state that the most common feeling they
have when using Spotify is happiness. (Novus 2010)
• Spotify is intimate and personal - it’s my music
• Music is social - sharing your taste in music with
friends has never been easier or more rewarding
• 99% are ambassadors of the product and brand!
Thursday, 13 October 11

21. Passionate users extending the Spotify Music Ecosystem
3rd party Spotify user applications on the web
• Spotify News Sites • Spotify + Last.fm collabs
• Music Finder Sites & Blogs • Playlist Sharing Sites
• Apps: Search & Browser Tools • Automated Playlist Sites
• Apps: Remote Controllers • Playlist Converters
• Apps: Media Player Addons ... and much more
• Spotify URL Tools
Thursday, 13 October 11

22. Spotify is a way of life
One hour per day a user will spend on Spotify
80m tracks are played every day on Spotify - thats 500 years worth of music
270m playlists created by users
670,000 new playlists built every day
2m premium subscribers making Spotify the largest music service of its kind
1m Facebook Friends
108,000 Twitter Followers
Thursday, 13 October 11

23. UK Spotify Demographics Spotify User Base: Breakdown by Gender
Total UK Spotify Users = 5.6 million
(August 2011)
4,000,000"
3,500,000"
Spotify User Base: Breakdown by Age 3,000,000"
2,500,000"
2,000,000"
2,000,000"
1,800,000" 1,500,000"
1,600,000" 1,000,000"
500,000"
1,400,000"
0"
Male" Female"
1,200,000"
1,000,000"
800,000"
600,000"
31%
400,000"
69%
200,000"
0"
0)14" 15)17" 18)24" 25)29" 30)34" 35)44" 45)54" 55+"
ABC1 Other
Thursday, 13 October 11

24. Spotify & The Advertiser
Thursday, 13 October 11

25. Spotify offers Unbeatable Targeting
Thursday, 13 October 11

26. Innovative Display Formats
Clickable Audio Billboard
Display ads Take Over
Thursday, 13 October 11

27. Content Engagement
Branded Playlists Video Player
Advertiser Page
Thursday, 13 October 11

28. Innovative Display Formats
Thursday, 13 October 11

29. Clickable Audio: Clipper Tea
• Less Clutter - 2-3 mins ads/hr,
solus within break
• Added Value - 3 for 1 Format
(Clickable Cover Art Replacement
and text link included)
• No ad avoidance - can’t skip or
mute
• Your brand is a DJ in between the
user’s favourite songs
• Immediate Call to action - one
click to act on offer
• Making Audio clickable - genuine
ROI & accountability
Thursday, 13 October 11

30. Display Ads: Carlsberg & H&M
• Skyscraper and leaderboard
• Impressions only served when
user is actively using Spotify
• Each impression lasts for 30
seconds - if the user
minimizes Spotify, the ad
impression pauses
• Only one advertiser at a time =
100% share of voice
• Clean and uncluttered
environment = STANDOUT
• Supports externally hosted
rich media solutions
Thursday, 13 October 11

31. Billboard: Mango
• Screensaver format that appears when
the user has been inactive for 5 min.
• High impact and high direct response
• 2-in-1 format: When activated or
clicked, the Billboard transforms to a
leaderboard or skyscraper
Thursday, 13 October 11

32. What’s New Rectangle: Beyonce Heat & Vodafone
• Welcoming user on “What’s
New” start page incl. new
album releases and
Facebook feed.
• Impression lasts for entire
start page session.
• Could be rich media content
Thursday, 13 October 11

33. Home Page Take Over: Nissan & Umbro
• The welcome page “What’s
New” is the first page the
user logs into
• 100% Share of Voice,high
impact, unavoidable format
(sold per day)
• Including MPU for video or
rich media solution.
• Clickable background image.
• Allows for effective redesign
and brand ownership of
Spotify
Thursday, 13 October 11

34. Content Engagement Formats
Thursday, 13 October 11

35. Branded Playlists: TGI Friday’s & Snickers
• Share legal music with you target group and they
will love you for it!
• Playlists branded with logo and copy incl.
external links
• Appears as normal playlists on Facebook and
Twitter feeds in Spotify and external sites for
massive viral spread
Thursday, 13 October 11

36. Lightbox Video Player: Tuborg
• Lightbox = in-client, on demand
video player
• Overlay for movie and game trailers
or micro sites.
• Can drive traffic to another site to
book tickets, or promotional site.
• Triggered by clicks from the any ad
format in Spotify
• Allows the user to digest your
content within Spotify
• Can have a background skin
Thursday, 13 October 11

37. Skinned Lightbox: Hot Tub Time Machine
Can house data
capture mechanics
Thursday, 13 October 11

38. Advertiser Page: Blackberry
• A branded, fully owned channel
ingested in the Spotify client
(Ad-served microsite)
• Use Spotify ads to direct the
user to your own place in Spotify
• Can contain any content you can
display on a webpage e.g.
videos, clickable images, blogs,
news, links, comments
http://bit.ly/offrecord-BB
Thursday, 13 October 11

39. Beyond the Ad
Thursday, 13 October 11

40. Music in your Social Media: Berocca
1 The user is served all different ads in Spotify encouraging
them to send a music ‘Boost’ to their friends with a chance
to win two tickets to Rio carnival
...they are driven to the Facebook page
2 where they can upload an upbeat song
cherry picked from Spotify’s catalogue
which utilises our API
4 Finally, they can vote for the songs they think should make it on to the
Berocca Boost Ultimate playlist.
This Playlist is then promoted back on Spotify in a series of Audio ads
3 ...they can then send their friends a music ‘Boost’ & in doing so enter a
competition to win the tickets
Thursday, 13 October 11

41. Original Radio Show: Starbucks Doubleshot
Click to listen to
one of the shows!
• 4 Weeks of Programming for promoting the Starbucks Doubleshot.
• 30min talk shows with legal music tracks inside.
• Content of the show: Daily "DoubleShot": 2 tracks from one album back to back; 2 tracks from artists who have been in 2 different
bands; 2 tracks from amazing duos
Thursday, 13 October 11

42. Partnership Events: Nissan (First ever UK live streamed gig on Spotify)
• As part of Nissan’s Behind The Hit campaign, we put on a twin
branded gig at Camden’s KOKO in April which featured Delphic,
The Naked And Famous, La Roux & Pony Pony Run Run
• In a UK media first, the event was live streamed into the
Spotify Lightbox and secondary, Nissan branded URL
• Standard ad formats on Spotify were used to drive users to
behindthehit.com, where they remixed a La Roux track and
applied for free gig tickets. The winner of the remixing
competition got in the studio with La Roux and had their
remixed track played at the event
Thursday, 13 October 11

43. Volkswagen Driving Confessions
• Swedish campaign winning the Epica award.
• Huge success - campaign rolling out in more
VW markets this year
• Great target group insight and way of using
API to integrate music and viral spread
• Case film - click here!
Thursday, 13 October 11

44. Spotify USPs
No Wastage: 100% absolute targeting
Less Clutter, More Standout: 3 mins of Audio ads per hour, display served one at a time
Immediate Call To Action:1 click to immediately act upon the message
Added Value: e.g. Audio 3 formats for 1, Branded Playlists, Advertiser Page
No Ad Avoidance: Audio cannot be skipped/Display ads served only when user is active
Intimate Medium:121 Messaging in listener’s “Happy Place”, Active/Engaged Listening
User Engagement: Advertiser Page, Lightbox Video Player, Beyond the Spot
Effective CTR’s: Average display CTR is 0.08%*, our average CTR is 0.5% - 1.5% for Audio ads
* According to Comscore
Thursday, 13 October 11

45. Good stuff!
Thursday, 13 October 11