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Audio version here.
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In the world of digital marketing, innovative technologies never cease to amaze and redefine how companies reach their customers. A recent example of this evolution is the collaboration between HYGH, a specialist in Digital-Out-of-Home (DOOH), and Spotify, the music streaming giant. Together, they have created an advertising campaign that effectively combines online audio with outdoor advertising, demonstrating how powerful and disruptive audio communication can be.
The innovation behind the HYGH and Spotify campaign
The case study involving the delivery service Wolt is a perfect example of how the integration of different platforms can enhance the effectiveness of an advertising campaign. HYGH and Spotify joined forces to promote Wolt's "2 for 1 Burger Special" offer in the cities of Berlin and Hamburg. But what makes this campaign so innovative?
The key was the strategic use of retargeting. HYGH's DOOH screens initially captured the attention of passersby in the two cities. Subsequently, thanks to the intelligent connection between the screen viewing data and the Spotify platform, users near the screens who were using the Spotify app received a targeted audio message. This transformed a simple visual contact into a more personal and engaging advertising experience, shifting from a one-to-many approach to a one-to-one approach.
Why Audio communication is disruptive
The integration of audio in digital advertising represents a significant breakthrough for several reasons:
Message Personalization: The ability to address specific audio messages to particular users based on their behavior and location increases the relevance of advertising and the likelihood of conversion.
Emotional Engagement: Audio has a unique ability to create an emotional bond with the listener. Voices, music, and sound effects can evoke emotions in ways that other forms of media cannot match.
Omnichannel: The combined use of DOOH and online audio allows companies to reach consumers on multiple fronts, strengthening the advertising message and increasing the likelihood of being remembered.
Measureability and Adaptability: Digital audio campaigns can be monitored and optimized in real-time, enabling advertisers to quickly adjust their strategies to improve results.
Extraordinary Results
The results of the HYGH and Spotify campaign speak for themselves. A study conducted by the market research institute Appinio revealed that the campaign increased users' willingness to consider Wolt for future orders by 141%. Even among regular customers, the increase was significant, with a 120% rise. Additionally, 43% of respondents remembered the advertising, and 81% found the Wolt brand very appealing.
Conclusion
The collaboration between HYGH and Spotify clearly demonstrates how innovative and disruptive audio communication can be in the modern marketing landscape. By offering new interaction methods and unprecedented personalization potential, digital audio is quickly establishing itself as an essential tool for companies looking to stand out and connect more deeply with their audience.
Audio is the future of communication, and the future is already here.
Source: https://idooh.media/blog/wie-one-to-many-und-one-to-one-sich-perfekt-ergaenzen/
