More than music to ears: How Lava Digital Group uses Spotify audio ads to drive action

In the rapidly evolving advertising landscape, media agencies and brands constantly seek innovative ways to connect with their target audiences. As audio content surges in popularity and Spotify solidifies its position as one of the leading platforms, the audio advertising market in Vietnam is poised for significant growth and created a promising opportunity for brands.

Recognising this untapped potential, Lava Digital Group, the exclusive partner of Spotify Advertising in Vietnam, has partnered with Decision Lab to harness the full power of audio advertising in the domestic market.

The challenge

Vietnam's music streaming industry is undergoing a rapid transformation, driven by a young population, growing digital adoption, and evolving consumer preferences. This dynamic landscape presents opportunities and challenges for businesses aiming to capture audience attention. To navigate this complex environment successfully, brands must leverage data analytics to gain reliable insights into consumer behaviour, preferences, and engagement patterns. Understanding the importance of data-driven insights, Lava Digital Group, the exclusive partner of Spotify Advertising in Vietnam, has partnered with Decision Lab to undertake a study with two key objectives:

• To gain a deep understanding of Vietnamese consumers' behaviours and attitudes towards audio ads on music streaming services, enabling better engagement and client acquisition.
• To showcase the effectiveness of audio advertising as a powerful tool for capturing audience attention within Vietnam's rapidly evolving music streaming landscape.

The approach

Decision Lab has been closely tracking the nation's audio consumption behaviours since 2022 through our quarterly "The Connected Consumer" report. With deep understanding of the market, we designed a comprehensive study focusing on three key areas to assess the effectiveness of Spotify Ads:

Profiling Freemium music streaming users: Gaining insights into the preferences and habits of these audiences within the digital landscape and their daily lives.

Analysing music consumption behaviours: Understanding how users interact with Spotify differently compared to other platforms, highlighting Spotify's unique strengths in engaging its audience.

Measuring the effectiveness of Audio Ads: Directly evaluating Spotify's audio ads against those on other platforms to demonstrate their relative impact. This involves assessing user recall, awareness, and preferences, and providing concrete evidence of Spotify Ads' effectiveness and efficiency.

Each of these areas was strategically selected to build a comprehensive understanding of Spotify's market position and the efficacy of its advertising, ultimately showcasing the unique value proposition of Lava Digital Group, the exclusive partner of Spotify Advertising in Vietnam. 

The result

Through our Thought Leadership report, Decision Lab equipped Lava Digital Group with robust, evidence-based insights to showcase the advantages and best practices of Spotify's audio advertising in Vietnam. The key highlights of our findings include:

• Highlighting Spotify's competitive edge and driving actionable recommendations: Our research demonstrated Spotify's unique strengths compared to other audio advertising platforms in Vietnam. We provided actionable recommendations on how Lava Digital Group can leverage these advantages to increase Spotify's brand awareness and reach among potential advertisers and listeners.

  

• Understanding freemium users for better ad performance: By gaining deep insights into the preferences, habits, and behaviours of Spotify's freemium users, we enabled Lava Digital Group to develop highly targeted and effective advertising strategies.

  

• Proving the effectiveness of audio ads in the Vietnam market: Our study delivered concrete evidence of the effectiveness of audio advertising on Spotify in driving brand awareness, recall, and purchase intent.

  

• Leveraging Spotify's unique personality to attract more customers: We emphasised Spotify's distinctive brand personality as a platform that offers unparalleled personalisation, discovery, and relevance in its audio experience and provides guidance on how to leverage this personality to attract more customers.

Mr Nguyen Ha Duc Minh, Founder & Senior Advisor of Lava Digital Group, the exclusive partner of Spotify Advertising in Vietnam, shared:

“We are very pleased to partner in this project with Decision Lab, a leading market research and data analytics company. Decision Lab has provided valuable insights and data on the audio advertising landscape in Vietnam and helped us create a compelling thought leadership report showcasing the benefits and best practices of Spotify Ads. This report has enabled us to position ourselves as experts in audio advertising and attract more clients who want to leverage Spotify Ads for their marketing campaigns. We look forward to continuing our collaboration with Decision Lab.”

About Decision Lab’s Thought Leadership solution

Decision Lab is a leading market research agency in Vietnam that is revolutionising the industry with cutting-edge thinking and technology. As Vietnam's most modern market research provider, we are dedicated to empowering brands to reach the top of their industries and maintain their leadership positions.

Decision Lab has been partnering with brands through our Thought Leadership solution. These in-depth reports examine industries and customer minds, revealing key challenges and opportunities for growth. In just two years, our reports have reached over 100,000 audiences, earned 200+ media mentions, sparked important conversations, and directly contributed to our clients' success. By identifying emerging trends, preferences, and untapped markets, we enable brands to innovate and adapt quickly. 

Decision Lab is shaping the future of industries in Vietnam with our impactful Thought Leadership solution.