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The Challenge
In a media landscape where attention is fragmented and screen-first metrics dominate, Spotify India needed a better way to prove the value of its audio and video formats, especially in a market where ad saturation is high, engagement windows are tight and traditional visual metrics just don’t tell the full story.
The Approach
Spotify partnered with Amplified to run a first-of-its-kind attention measurement study in India. Over a month, we captured 7,900+ ad views from a panel of 2,500 users - across both video and audio formats. Using our attention capture technology, we measured how long people actually paid attention, how they felt and how those moments translated into brand impact.
We tracked active, passive and non-attention, and mapped it against Short Term Advertising Strength (STAS) a key indicator of campaign effectiveness. The result? A detailed view of where attention goes, what drives it and how brands can harness it.
The Results
- +50% Brand Uplift from Spotify Video: Video ads held attention for an average of 17.3 seconds and outperformed audio by 23 percentage points on STAS, proving that screen-based engagement on Spotify is far from passive.
- +28 STAS Points from Cross-Platform: When Spotify ads were paired with social media campaigns, brands saw stronger uplift - highlighting the power of audio and video synergy.
- +6% Outcome Lift from Mood Impact: 30% of listeners reported feeling better after engaging with Spotify. Happy listeners = better ad performance.
The Outcome
Martyn U’ren, Head of Marketing Research and Intelligence Spotify JAPAC at Spotify said:
“Identifying the right metrics for campaigns has been on most advertisers’ minds. Recent evidence shows that creativity delivered on high attention platforms drives stronger impact, and in turn, enhances business outcomes. The results from our research with Amplified have not only highlighted the attention-seizing power of Spotify’s ad formats but also served as a step towards filling the ‘blind spot’ in visual attention studies that exists within emerging markets.”
Karen Nelson-Field, Founder of Amplified, added:
“One of the key challenges facing brands today is effective storytelling, especially in sectors that require distinctive communication and oversaturated markets where consumers are not lacking in options. This becomes even more challenging with brief engagement times permeating many digital media formats and media planners mistakenly treating time-in-view as the most critical variable of modern measurement. Although traditional reach metrics will still play a foundational role in the media strategy of larger emerging consumer markets like India, the value of these markets remains untapped without efforts into reliably understanding human emotion and consumer behaviour. Our joint efforts with Spotify into measuring attention but also identifying how audiences respond to ads at an emotional level proves how the metric is an ally to magnifying effectiveness and provides a canvas for brands to be able to connect to their audience.”
Spotify India didn’t just prove that attention works, it proved that it feels different on their platform. And with Amplified, they were able to measure, validate and sell that difference in.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
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