Spotify monitored users’ brain activity to reveal interesting results

Spotify monitored users’ brain activity to reveal interesting results

The audio streaming giant Spotify revealed some interesting results after spending time conducting experiments on the brain activities of 600 participants who were tricked into listening to podcasts and different genres of music under monitored circumstances. The activity was carried out by Spotify in collaboration with the neuro analytics and neuromarketing company Neuro-Insight. which focuses on how the brain responds to certain communications. The ultimate goal of the experiments mentioned above was to optimize digital audio ads so that specific ads could be served to the intended target audience.

“The goal of this study is to use signals like this to make sure we’re getting music and podcasts to the user they want before they know it. “- John gibs (Global Director – Spotify)

Some interesting observations were made after the study was completed using a technique called Steady state topography (SST). It has been revealed that among all digital advertising techniques, digital audio advertising can invoke more mental engagement and emotional activation. Additionally, lighter entertainment podcasts and rap as a genre trigger more engagement, while podcasts focused on history and hard genres like rock focus more on active engagement and detailed memory. long-term.

Image credits – Toru Yamanaka, AFP via Getty Images


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