Advertising ended in 2024 and better strategies for the new year, according to Spotify’s global head of advertising

By mid-December, my Instagram feed is overflowing with my friends’ Spotify Wrapped playlists.

So I began my festive and timely conversation with Grace Kao, Spotify’s head of global commerce, with a simple conversation: What’s in her Spotify Wrapped?

“I’m definitely channeling my 12-year-old daughter right now,” she suggests. “Fifteen female power singers: Chappell Roan, Olivia Rodrigo… Beyoncé, obviously.”

In the spirit of reflection, I pick up “Promoting Wrapped”: Kao’s flagship promotion and advertising strategies of 2024 and what to keep in store for 2025.

Lesson One: Personalization creates connection.

If Kao had to choose a cornerstone of the Promoting Wrapped of 2024, he would select “Connection.”

That’s why Wrapped is a kind of strong promotion and advertising tactic. It’s not simply about personalization, it also fosters connection.

As Kao suggests, “Spotify Wrapped does it well because it’s personal, on the other hand in most cases it’s about the crew. All we want to do is proportion our Wrapped with the others. I want to pay attention to your Wrapped because this can be a bond that we have in every proportion.

Although I can admit that my Wrapped is moderately awkward (I’m not aware of the rest after 2020, so my Wrapped is stuck in a Taylor Swift time loop Folklore… As an aside, I’m terrible at commerce), there’s something deeply gratifying about seeing all my social media connections on a similar web page for once.

As we discussed how personalization creates connection, Kao thought of a few other advertising marketing campaigns: the recent Coca Cola and Oreo”Best friends fashion,” during which shoppers could download curated Spotify playlists that combined their favorite hits with the top songs of their all-time best friends.

“In 2024, we found people short of further observation and further connection, so this was once a great opportunity to keep two iconic manufacturers together and do something fun that presents value to our consumers.”

Lesson Two: Don’t sleep on podcasts as a lead generation selection.

Gen Z doesn’t like to pay attention to podcasts – they like to buy from them too.

In line with a file Introduced in October this year, 82% of Gen Z listeners noticed the movement of a symbol after paying attention to a podcast ad.

This doesn’t surprise Kao. As she says, “Gen Z currently trusts podcasts more than they trust social media influencers.”

This is good for me. I recently purchased a Ninja blender because I heard a podcaster inside the space neatly rave about it. (I’m also a known shopaholic, despite the fact that, so keep in mind: I need a little convincing.)

Kao boils the reasoning down to authenticity: “I guess it’s because podcasts aren’t written in an undeniable sense. It’s like paying attention to an herbal conversation.

If you think this promotion and advertising lesson applies best to B2C, take another moment: Spotify’s Custom Next 2024 document found that one of the most important peak podcast genres for Gen Z is industry and era.

So in 2025, Kao’s recommendation is to lean into podcasts as your lead gen selection, particularly if your audience includes Gen Z.

Lesson 3: Be the principle.

“Spotify is a different important and everyday thing in your life. We are there for your first dance during the wedding ceremony, for your first kiss, for your first job interview or to watch you play in your new car,” jokes Kao.

“And that first experience is what drives loyalty to the emblem.”

It is no longer unsuitable. I’m still loyal to Lululemon years after Alo Yoga, Vuori, and Out of Doors Voices burst onto the scene as variety activewear companies. For no reason other than the simplest one: I shopped there first.

“A lot of the loyalty to the emblem comes from being first to market. And therefore, when producers consider 2025, it is necessary to imagine: how can you be? Firstor nothing less than part of a customer’s first experience?”

Regardless of whether you advertise tools, collaboration tools or car tires, the goal remains: you will no longer be in mind during someone’s first dance, on the other hand you Candies be the brand they discovered first and the one they chose to stick with because of the small, measurable effect you will have had on They first moments — whether it’s a number one promotion and advertising job, first team challenge, or the first major advertising and promotional marketing campaign.

And that’s the reason to have fun.

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