• by OMMA Editors , September 12, 2021

Many parents use Spotify playlists to find sounds that will lull their newborn babies to sleep. But non-premium members, who make up 70% of all Spotify users, are bombarded with sometimes loud ads. So IKEA replaced them for one month with ad versions that offered SFX-like white noise, raindrop, ocean waves and other soothing sounds. Parents could also tap on a companion banner in the slushy videos and shop. The effort paid off with a 7% increase in bedroom sales, a 164% increase in click-throughs.