In the radio of the future (Spotify): advertising of the past? (original) (raw)
Related papers
Universal Spotification? The shifting meanings of “Spotify” as a model for the media industries
Popular Communication, 2020
Ever since the music streaming service Spotify was launched in 2008, it has been referred to as a model for an ongoing transformation of the media industries. Dozens of other technology startups have promised to deliver "a Spotify for books", "a Spotify for movies", "a Spotify for journalism" or even "a Spotify for art". Yet, most attempts to replicate the model has actually failed. Analyzing a large body of Swedish and US news articles from 2008-2018, this article demonstrates how the metaphor of "Spotify" has been filled with very different meaning. Not only has the early promises of relying on advertising to make consumption "free but legal" been discarded, in favor of subscription-based models. Another major trend in the development of streaming services, including Spotify, has been the shift toward curation and algorithmic recommendation systems, which has added new associations to the metaphor or "a Spotify for x".
Example of Online Music Platform as a Display Advertising Area: Spotify
Istanbul Commerce University - DergiPark, 2019
Teknolojinin gelişmesiyle birlikte değişen günlük rutinler farklı ihtiyaçları da beraberinde getirmiştir. Günlük ihtiyaçlardan biri olarak müzik dinleme alışkanlığı yıllar içerisinde değişim göstermektedir. Geleneksel kitle iletişim araçlarından, cep telefonlarına, masaüstü araçlara, tabletlere, akıllı telefonlara, akıllı saatlere, akıllı ev araçlarına kadar birçok teknoloji içinde yer almaktadır. Günümüzde iletişim çok yönlü olarak gerçekleşmekte bu sebeple kullanıcı ile etkileşime girmenin markalar için önemli konuma geldiği görülmektedir. Kullanıcıların aktif olduğu çevrimiçi ortamlarda içerikler kullanıcı nitelikleri çerçevesinde dönüşmektedir. Bununla birlikte çevrimiçi ortamda yerini alan müzik, farklı platformların oluşmasını sağlayarak dijital reklamlara yeni alanlar sağlamaktadır. Görüntülü reklamların yer aldığı uygulamalardan biri olan Spotify karşımıza çıkmaktadır. Bu çalışmada Spotify uygulamasının kullanıcılarına sunduğu içeriklerle dijital reklamları nasıl kullandığının araştırılması amaçlanmıştır. Çalışmada betimsel bir araştırma yöntemi olarak örnek olay üzerinden bir değerlendirme yapılmaya çalışılmıştır. Buna göre araştırma sonucu olarak, dijital müziğin gelişmeye devam etmesi ve bu gelişme doğrultusunda görüntülü(display) reklamların bu platformlarda yer almasının markalar açısından önemli olduğu görülmüştür. Ayrıca çevrimiçi müzik servislerinin kullanıcı sayısı göz önüne alındığında bu mecranın önemli bir reklam alanı oluşturduğu tespit edilmiştir.
Radio, advertising and the Internet often forget that sound is a rich and versatile resource for achieving objectives such as to gain the consumer's immediate response, to build reputation and a brand image, to improve attention and recall, and to provide a functional and emotional user experience. To that end, adequate work in audio design should be performed to solve this deficiency. The success of several big brands in creating a solid audio brand demonstrates its relevance and beneficial consequences. This paper aims to analyze the sound strategy of three companies: McDonalds; Intel; and Coca-Cola. We study how sound resources are creatively applied to brand advertisement management of these companies. The analyzed variables in this study are the sound composition thought the use of music, sound effects and voice, the communicative function of the sound, and the strategic relationship between the brand, the product and the sound. The results of this study indicate that a suitable sound branding strategy can reinforce the advertising effectiveness of a brand.
Although online behavioural advertising is already quite popular among marketers, users’ privacy concerns increase due to limited control over personal information and when they targeted by irrelevant ads. While social media platforms are the most prevalent concerning this type of advertising, due to the rising popularity of music streaming services, marketers have started to extend their advertising on those services, e.g., Spotify. This is a user-centric, qualitative study that examines the effects of online behavioural advertising contextual patterns on users’ privacy concerns, with a single case study on Spotify including in-depth interviews on users’ behaviour and privacy concerns. The findings from study show that Spotify’s users have context-related privacy concerns, especially when it comes to unclear information flow, irrelevant personal information requests, and little or no benefit from sharing personal information.
Description and analysis of advertising used in Argentinean radio prime time
2012
Abstract: Radio advertising in Argentina has been adapted to the changing needs of radio. This paper aims to describe and analyze the advertisement formats used in the four leading prime time programs in Argentina. The methodology is a content analysis that is applied to a sample of four programs each one with duration of four hours (ranging from 9 AM to 1 PM, Monday through Friday) for two weeks in October 2010. Therefore, the sample amounts to 160 hours of programming, 40 for each program. Sponsorships are least used, while the advertising segments are prevalent in all programs. The advertising segments are very different in length for the AM vs. FM. The “mention” has becomed increasingly common in prime time. The speaker s role is essential to the "selling” of products or services and his function becomes more important when programs incorporate dialogue sections to include brand mentions with time for humorous banter. The terms of prime time advertising on Argentinean radio...
Digital audio and programmatic ad buying: status and prospects in the post-pandemic context
El Profesional de la información
This article examines the implementation of programmatic buying in the digital audio sector. The sustained growth present in the different markets helps the consolidation of this medium that brings enormous benefits to commercial communication. The main aim of this research is to understand the current situation of the programmatic audio advertising buying sector. In order to address the object of study, an exploratory approach has been carried out by applying a qualitative and quantitative methodology developed with professionals from the sector and supported by the collaboration of entities such as IAB and Programmatic Spain. The results show that there is a greater commitment by brands to invest in digital audio due to its flexibility and the ability to send segmented messages with greater effectiveness and consumer engagement. As a non-invasive medium, the inclusion of digital audio in media plans has a direct impact on listener’s attention. Data shows that there has been a sign...
Main challenges of the Spanish music radio in the age of Spotify
Miscelánea sobre el entorno audiovisual en 2014, 2014
The emergence and popularization of streaming songs has blurred the influence of traditional music radio, formerly the primary vehicle for prescribing artists, albums and pop music genres thanks to its symbiotic relationship with the recording industry. Regardless of its nature, digital music platforms have become powerful tools for discovering and experiencing the pop universe. The impact of streaming music platforms requires a complete renovation of narrative, production and marketing strategies in order for radio to maintain its appeal among its younger listeners, essential to the future of the medium. This paper describes the contemporary setting of this music radio specialization and suggests some initiatives that the Spanish radio industry could undertake to maintain social, cultural and economic relevance of its music programming.
Jurnal Komunikasi: Malaysian Journal of Communication, 2021
Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of p...