Spotify want to help advertisers understand their audiences and reach them better through their services with the help of Nielsen.

Last week Spotify announced that they were expanding their partnership with research company Nielsen. Their relationship now includes the use of Nielsen’s Brand Effect system to measure how audiences are engaging with ads on Spotify and help advertisers optimise their efforts on the music streaming service.

Spotify’s integration of Nielsen Brand Effect will allow advertisers on their platform to look deeper into how audiences are engaging and responding to ads. The system will give insights on audio, video and visual ads on Spotify and will inform brands on how to structure ads in future and whether they are reaching the right people on Spotify to make the most of their slots between free streamer’s listening experiences.

Spotify’s global head of advertising, Brian Benedik says: “Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust. As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers. With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

Nielsen’s own senior vice president of digital solution, Jessica Hogue added: “Modern marketers are increasingly faced with questions across every facet of their advertising execution, and we’re excited to collaborate with Spotify to help provide greater clarity into the campaign optimisation process. Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximising the value of their investments.”