Budweiser has launched a new effort, dubbed “UninterruptAds,” to take songs that mention the Anheuser-Busch InBev (AB InBev) brand and turn them into targeted ads on Spotify, according to details shared with Marketing Dive. The effort is based in Brazil and was strategized with Africa Creative Agency.
“UninterruptAds” was inspired by the discovery that Budweiser’s name is present in over 500 different songs available on Spotify. The effort is also based on the idea that, for users who don’t subscribe to the premium, ad-free version of Spotify, the platform’s listening experience is often interrupted by ads. Through the effort, songs like “My Luv” by the Brazilian artist Kafé were strategically programmed to be advertised in playlists that correspond to their genre, in turn spreading name recognition for the brand without stopping the music.
The effort from the AB InBev brand was launched in April and is meant to strengthen its ties to the music scene, specifically among fans and the artists who have indirectly promoted the brand over the years. A 40-second video helps to explain the activation, which could serve as a more organic way of connecting with consumers by reaching them with songs that already align with the genres of music they’re interested in.
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Budweiser’s activation offers a unique twist to traditional takes on audio advertising, which has gained traction in recent years. The digital audio advertising market globally is forecast to reach $11.78 billion this year. Last August, Spotify and WPP struck a global partnership to provide the ad-holding group with additional access to the audio-streaming platform’s ad products and data. Finding ways to better integrate advertisements into streams is crucial to keep consumers engaged and on the platform. While Spotify passed over 500 million monthly active users in 2023, the share of those paying for the Premium version of the service at the time sat at 40%.
Spotify in the first quarter of 2024 saw Premium subscribers grow 14% year-over-year to 239 million worldwide. While the platform saw “record strength” in profitability, it reported a 19% boost in total monthly active users to 615 million, a gain of 13 million versus the year-ago period, missing its guidance by 3 million. In December, the company let go of 17% of its staff.
Budweiser has often made music a focus in its marketing, a move strengthened by its Spotify tie-up that could also help the brewer reach younger audiences. In 2022, the brand provided royalty-free music to Twitch streamers to use in their videos and help them avoid being blocked for using music that they do not own the rights to. Additionally, as part of its campaign around the FIFA World Cup, the beer invited over 100 influencers to take part in a music video for “The World is Yours To Take” by Lil Baby.
