Streaming is the new normal, isn’t it?


Spotify recently hosted its first Spotify Digital Day in Kuala Lumpur, to educate marketers and advertisers on the concept of streaming intelligence and people-based marketing.
Ong Sea Yen, Regional Vice President of Sales for Spotify Asia (picture) shared, “At Spotify, we’re advocates of people-based marketing. People-based marketing represents an industry shift from targeting devices, to connecting with the right people at the right time, with the right message. Rather than targeting ads to devices based on cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”

Ong Sea Yen (Regional Vice President of Sales, Spotify, Asia) introduces various ways marketers and advertisers can explore people-based marketing with Spotify

A panel discussion at Spotify Digital Day. From left to right: Syahar Khalid (Senior Director, Business Development, CtrlShift), Khoo Kar Khoon (Chairman, GIGAGIGS SEA & Greater China), Ong Sea Yen (Regional Vice President of Sales, Spotify, Asia)
Spotify Digital Day revealed some interesting highlights about streaming:
– Globally, 50% of the online population is streaming and in Malaysia, 71% of the population is streaming; with a user being connected to an average of 3.3 devices.
– Spotify users in Malaysia stream throughout the day, with the average user spending a total of 148 minutes on the platform.
– Malaysians have streamed 7.5 billion minutes of tracks on Spotify over the past 12 months.
Ong also commented that consumption is changing from ownership to access.
Today, marketers and media buyers should be open to the idea of music streaming providing insights about audiences in real-time moments.
“This is especially true when leveraging the strengths of Spotify, as music is a mirror of who our audiences are. Through the listening data we have on Spotify, we are able to reach out to your brand’s target audience with the right message, at the right time and in the right context. It is time for brands to incorporate strategies that will tackle the concept of moments whilst truly understanding their audience.”


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