How a Spotify TV ad dominated Summer and showed Radio’s weakness
How a Spotify TV ad hit all the right summer notes and stole the spotlight, leaving broadcast radio scrambling to keep up.
by Fred Jacobs of Jacobs Media
A couple weeks back, my thirtysomething son was visiting us in Detroit. He’s lived in LA for a dozen years now, following going away to school, and we don’t get to see each other very often.
On a drive downtown, we started playing a game. I had Apple Music open, and we took turns selecting a favorite song to play for each other. He’d pick Sheer Mag, I’d pick White Stripes. And on and on. A fun way to “discover” what we were each listening to these days. And then he said to me, “Remember when you would drop me off at school and we’d be listening to a song and we’d sit in the car so we could hear the whole thing?”
I hadn’t thought of one of those interludes from the past for a long time. After all, he was talking about those small life moments that are hardly significant. And it hit me: it is moments like that that truly do stay with kids long after a parent may have forgotten them.
When I bumped into today’s #TBT post, I thought about his memory and the universal ways in which us modern creatures discover, enjoy, and recall the music that finds a way of staying in our hearts and our heads.
It may also be a reminder to us about the continued rise of Spotify in the music landscape. Strategies like the type you’ll read about in this post from the past may have contributed to the growth of their brand and their musical footprint. – FJ
August 2019
How a Spotify TV ad dominated summer and showed Radio’s weakness
Many years ago, NPR made the discovery that compelling stories can keep people trapped in their cars so they can listen to the conclusion on their radios. And they wisely coined the phrase “Driveway Moments” – a term that instantly became relatable to millions of their listeners.
These “Driveway Moments” has spawned a cottage industry for public radio’s largest network. There are now collections of NPR stories that are themed: moms, dads, cats, dogs, love stories, funniest stories, and on it goes.
Now, those wizards at Spotify have had a similar breakthrough. And they’ve now created a new ad that celebrates how drivers stay in their cars to hear the end of a song.
Earlier this week, AdWeek‘s Doug Zanger (yes, he’s a former radio broadcaster) wrote a story about this new Spotify campaign with the subtitle: “Brand leverages insight to promote discovery and new playlists.”
Of course, anyone who’s worked in broadcast radio for 15 minutes knows all about this – a great song (or morning show bit or powerful interview) can keep you in your car longer than you’d planned.
Here’s a look at the Spotify TV ad, courtesy of AdWeek:
Zanger calls the ad “incredibly relatable,” noting it “leans into the timeless yet simple idea of sticking around in the car to finish a song…”
And it’s a harsh reminder that broadcast radio should have been the ones to create this campaign. As Spotify’s global head of consumer and product marketing, June Sauvaget, points out:
“The experience of commuting and listening to music and news in your car is so universal to every driver’s daily routine.”
Who knew?
Since the advent of connected cars, every Techsurvey we’ve produced shows the same trend: Broadcast radio’s share of listening in cars is slowly – but surely – eroding, particularly as consumers drive vehicles with touch screens that allow them to pair their phones.
Now, Spotify is hoping to accelerate its in-car progress, not only pitching their product, but as importantly, the emotional, relatable way in which it’s used while people are behind the wheel.
AdWeek‘s Zanger believes Spotify is using humor and an ongoing marketing effort to create consistency – something broadcast radio inherently had because it ruled the dashboard for decades.
And just to reinforce its point, Spotify is also launching an outdoor advertising campaign to speak right to commuters as they’re looking for something to entertain them on the ride to and from work, errands, or school.
It’s all part of a coordinated campaign that goes right at broadcast radio’s dominance in the car. We blogged about Spotify’s “Daily Drive” product – a personalized product that combines music and spoken word programming for drivers. The blog post was titled “Attention Radio: Digital Predators Are Attacking Morning Drive,” and some readers took exception to my use of the word “predators.”
Sorry, but I think it describes Spotify’s game plan accurately. It’s one thing for radio broadcasters to rest on their laurels, assuming commuters will always tune in a favorite AM or FM station on the way to work. It’s another thing to proactively strengthen radio’s in-car tradition.
Sadly, the industry’s “prevent defense” is simply allowing Spotify (and others) to gain ground – market share and attention – in radio’s most important listening environment. Broadcasters are so wrapped up competing against themselves they are losing sight of the more serious threat upon us.
Spotify is marketing its “Driveway Moments.”
Radio needs to seriously defend its turf.
TY to Mike Stern for the heads-up.
Fred Jacobs, President & Founder at Jacobs Media – Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched – a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created – a mashup of radio and automotive, designed to foster better understanding of the “connected car” and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media’s commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment. Fred was inducted into the Radio Hall of Fame in 2018.
