Using Data to Drive Creative Brilliance

A few weeks ago, the ad industry was buzzing about Spotify’s holiday ad campaign, which utilized user listening data as the basis of some really funny and interesting global out-of-home ad creative. The campaign identified and spotlighted the odd, sad, and/or downright adorable listening habits of Spotify’s users.



This winning combo of major data-crunching and clever copywriting caught our eye back in November, and then officially made us go starry-eyed when we received the following email from Spotify yesterday afternoon:


Spotify crunched our individual user data from our office Spotify account to create a personalized email campaign, spinning off from their popular global OOH campaign. Now, that is how you marry digital and traditional.

The genre and artist data wasn’t too surprising, but the “Favorite Day to Listen” data was particularly intriguing—seems like we’re most productive on Tuesdays, if you take music-listening as evidence of deep thought and concentration:
Music stabilizes mental, physical and emotional rhythms to attain a state of deep concentration and focus in which large amounts of content information can be processed and learned.

I’m sure all this data will come in handy for advertising purposes (if it hasn’t already). We’ll someday be able to tie music tastes with buying habits—like style preferences and spending—to gain greater insights into our own customers and reduce ad spend. Reaching listeners with highly targeted and personalized messaging will be quite powerful for advertisers, allowing them to put the right ad at the right time in front of the perfect prospective customers.

If the "big brother advertising" talk makes you nervous, you can at least look forward to more fantastic data-driven creative.
Check out the ATOM 2016 playlist