Spotify is deepening its relationship with Nielsen, adding Nielsen Brand Effect to to its ad-supported tier.
Nielsen will work with Spotify to measure brand resonance and lift among target audiences in the U.S., Canada, Mexico, U.K., Japan, Australia, The Netherlands, Spain and France.
Nielsen currently allows its clients to use its Digital Ad Ratings product across Spotify. The music streaming service also provides measurement through Nielsen Catalina Solutions.
Nielsen Brand Effect is designed to more closely track brand awareness, purchase intent and other factors not included in the Digital Ad Ratings.
While much of Spotify’s business is built around around its 83 million+ paid subscribers, it also has nearly 100 million users on its free, ad-supported tier.
It has made monetizing those subscribers more efficiently a key priority for 2018. Enhanced measurement is one of the tools the company has invested in.