Brand content audio: interview of Marianne le Vavasseur, Deezer
What makes Deezer different from the other music streaming sites?
Deezer’s strength lies in its uniqueness in three specific areas. Firstly, the editorialisation of our content with the creation of universes and playlists to suit every style of music (rap, jazz, métal...).), different activities (soirée, running, détente…) and events(Noël ,Summer, Fashion week)
Secondly, we offer the best possible recommendations. We have access to a certain amount of information about the listening habits of our logged in users. Our R&D and data teams work to offer the right content and the right playlists, at the right time and to the right person. Thanks to all of this data, Deezer is currently the only music platform to offer the “Flow” feature. This is a unique soundtrack tailored to each user which brings together his or her favourite titles and personalised recommendations. Thirdly, we are always developing original content. Deezer has been producing this for several years in terms of music with Deezer sessions. 2016 witnessed a real spurt with the desire to offer original content about politics and culture such as Sérieusement ?!, about humour with Nostalgie 2050 or about music with La Playlist de ma Vie.
What is Deezer actual business model and what boost its growth?
Deezer has a Freemium business model. Users can choose between two services: Either a Premium+ service, with advanced functions, financed by subscriptions; or a free service monetized by advertising via our advertising agency, Deezer Brand Solutions, which I am responsible for. We are fortunate to be able to offer advertisers a diverse range of advertising formats (display, audio, video) in a premium context optimising brand safety and visibility across a theme that brings people together: music. Of these formats, there is a noticeable appetite for the audio format. This has been driven by competition in terms of content with the launch of numerous podcasts and the advent of voice assistants (Google Home, Amazon Echo). Now more than ever, audio is at the heart of French households and practices.
How is digital audio advertising changing now and how will it change in the future?
The new connected devices and this appetite for audio content are a tremendous opportunity to reinvent ourselves and propose new advertising solutions. Although still in its infancy, the creation of audio brand content heralds strong growth. Podcasts –those channels of humanity which can convey emotions and assert a personality – are an original opportunity for brands to forge strong links with consumers. Weleda, based on an idea from Havas Media Native and Deezer, was one of the first brands to unleash the strong commitment potential of podcasts. By proposing meditation-based audio bubbles which are recorded binaurally – a technique which offers sound spatialisation similar to natural hearing – Weleda has been able to stand out from the crowd and demonstrate its innovative qualities. The future is bright for the digital audio advertising market. This should continue to attract more and more advertisers by offering even more original content, creativity and efficiency.