Annonseringsmediet Spotify - Nya möjligheter för mindre företag
The use of streaming media such as Spotify has increased rapidly in recent years. Although the consumption side of Spotify is well established with over 10 million users, the medium might provide new unexploited opportunities as an advertising channel. The purpose of this thesis is to increase knowledge about advertising through streaming media and in particular via Spotify. To contribute to such knowledge we have conducted a case study to investigate how Spotify can be used and serve as an advertising medium for a smaller firm, Hasseludden Yasuragi, so that it may reach its target group. To examine the medial effect, a quantitative as well as a qualitative study was carried out using the ARF Model as a basic framework. The database Orvesto and a survey with 600 respondents were used to analyze how Hasseludden Yasuragi can effectively reach their target group exclusively by Indirect Matching via Spotify. These results show how Spotify is often more effective than other media for reaching this objective. The qualitative interviews indicate how relationships between the target groups' music consumption pattern on Spotify and their state of mind might be used for Recency Planning and thereby increase the impact of the advertising.