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Spotify Taps Foursquare For Insights On How Streaming Media Ads Lead To Store Visits

“We are excited to add Foursquare to our roster of measurement capabilities and show the power of our unique streaming intelligence to impact real-world behavior,” said Brian Berner, Head of U.S. Sales at Spotify

Spotify is working with Foursquare to connect the ads its listeners experience to the brick-and-mortar businesses they visit, as the digital streaming service looks to a range of partnerships to enhance its marketing offerings since becoming a public company.

With 99 million ad-supported listeners (apart from 75 million non-ad “premium”subscribers), Spotify will be using Attribution by Foursquare as one way to prove their value to brand marketers.

The deal comes almost a year after online radio platform Pandora signed on with Attribution By Foursquare, which the location intelligence provider unveiled in Feb. 2016.

Attribution by Foursquare will be measuring whether ads running across all devices, including mobile app, desktop app, tablet, web, and connected devices (gaming consoles, connected TVs, and connected cars) — in other words, anywhere that Spotify delivers ads — drove a store visit. The program also applies to all Spotify ad formats (audio, video, display, and sponsorship).

“We are excited to add Foursquare to our roster of measurement capabilities and show the power of our unique streaming intelligence to impact real-world behavior,” said Brian Berner, Head of U.S. Sales at Spotify. “Advertisers will now be able to understand how their full advertising strategy on Spotify drives an increase in foot traffic to brick-and-mortar locations. Foursquare is a natural partner to make this possible.”

Locating Panera And TGI Friday’s

Separately from the Spotify alliance, Foursquare’s attribution offerings are also now being extended to two casual dining clients, TGI Friday’s and Panera Bread.

Sherif Mityas, chief experience officer for TGI Friday’s said in a blog post, “This is an important enhancement to our capabilities and our ability to personalize our guest engagement efforts more effectively. At TGI Fridays, we love being first with new innovations and our great partnership with Foursquare continues to allow us to lead the industry in delivering differentiated experiences.”

Carol Wolowic, Senior Manager, Media at Panera Bread added, “Panera is constantly pushing our own digital media measurement evolution as both the industry and our consumers move forward. Foursquare is a key measurement partner for us, as they help us connect our advertising to real world behavior.”

Getting Creative With Location

Foursquare is also emphasizing the role of location analytics in ad creation.

Foursquare recently launched an in-house creative studio, dubbed Sixteen. On top of that, Foursquare also updated its Attribution dashboard with the promise of clearer insights into campaign performance using geographical heat maps and the ability to easily export all charts, images and reports that are updated daily.

“We’re continuing to grow our 25 million person panel, looking for more attributes to teach our machine learning model and are working alongside marketers to take location-based measurement to the next level,” said Jared Hand, VP, national sales at Foursquare.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.