Digital audio consumption has taken off in recent years as consumers spend more time listening to music and podcasts as part of their daily routines. From Songs to Sing in the Shower to help pump you up for the day, to an episode of Crime Junkie to zone out with on your morning walk, time spent with digital audio increased 8.3% in 2020, with the average consumer streaming 1 hour and 29 minutes per day (eMarketer). Advertisers have taken notice and have tapped into Spotify and our streaming intelligence to reach these highly engaged audiences.
As Spotify’s reach with advertisers continues to grow, we’ve started to examine ways we can offset the environmental footprint of our ads. One of Spotify Advertising’s teams, the Creative Collective, was formed earlier this year to cultivate some of these new opportunities for advertisers. Amanda Hoyle, a Creative Strategist on the team, dug into her own lifelong passion and interest around sustainability and environmentalism to help lead the charge in creating Spotify’s newest ad offering: Sustainable Sonics.
Sustainable Sonics enables brands to make their music and podcast advertising fully carbon neutral (or in other words, to have net-zero carbon impact by balancing out the carbon emissions by funding an equivalent amount of carbon savings elsewhere in the world) on Spotify for one year.
For the Record grabbed time with Amanda to learn more about her role in creating the offering, how it works, and the larger opportunity around environmentally conscious options in the audio advertising world.
What is the role of the Creative Collective advertising team at Spotify?
We essentially work with advertisers to unlock, create, celebrate, and inspire ideas worth listening to—and that’s really our guiding principle and mission statement. The Creative Collective team is a network of strategists around the world focusing on creative excellence in advertising, with a particular interest in audio. The way we see it, the creative potential of audio is endless, and we’ve only just scratched the surface so far.
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