Wendy’s turns to Data Targeting, Spotify for “Branded Moments” – 01/03/2017
Quick-serve restaurants don’t involve much purchase consideration. You’re either hungry for a burger, or you’re not.
“For us, it’s about reaching the right person at the time they’re thinking about making a decision,” said Brandon Rhoten, VP, head of advertising, media and digital marketing at Wendy’s.
That’s why, to draw attention to its Double Stack Sandwich promotion on its 4 for $4 menu, Wendy’s teamed up with Spotify as a launch partner for its Branded Moments product.
Branded Moments allow brands to sponsor playlists on Spotify’s mobile app that correlate with specific activities and times of day that consumers listen to music, said Danielle Lee, global head of partner solutions at Spotify. It’s also Spotify’s first foray into vertical video.
“Essentially, it’s a [7-to-15-second] vertical video ad that talks to the user in a key moment,” she said. “It allows the brands to give the user 30 minutes of uninterrupted music [and to] reach that listener multiple times throughout that session with [display] overlays.”
Spotify is launching with six branded moments: dinner, party, chill, workout, sleep and focus. Brands can sponsor both the Spotify owned and operated playlists for these moments as well as user-generated playlists that are segmented into these categories, based on their names and the music they contain.
“Playlists give us so much information about the listener,” Lee said. “Users create really specific playlists for different moments in their life, whether it be planning for a dinner party or a birthday party, or different types of workouts, [like] yoga or running.”...“When you're driving to lunch and you’re not sure if you’re going to go right into McDonald’s or left into Wendy's or around the block to Chipotle, we need to make sure we’re in the back of your head through our broader brand advertising and in front of you right as you’re starting to turn that wheel,” Rhoten said. “Streaming audio is one of those checkout line target moments where we can hopefully persuade you before you make the decision.”
Date of Publication: 01/03/2017
Source: Ad Exchanger
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