About Wavo Advertising Campaign Goals (Recorded Music)

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Recorded Music Advertising Goals.jpg

Successful advertising campaigns start with goal-setting. The campaign goals selected in your media plan are based on the outcomes you want to achieve, for example, merchandise sales or song streams. This article explains how we set goals for Recorded Music campaigns as well as how these goals drive performance.


There are three broad categories that campaigns fall into: Awareness, Consideration, and Action.

Build Awareness

Awareness campaigns center around getting as many relevant people as possible to see your ad and get to know your artist and their music. Here is a typical setup for an awareness campaign. 

 

Campaign Goals

Increase Awareness for an artist or their new single/EP/album

Media Goals

Impressions (CPM)

KPIs

Unique Reach and Frequency 

Ad Recall

 

Increase Consideration

Consideration campaigns increase the likelihood that people who see your ads will further research and engage with your artist, typically by playing their music on DSPs. Here is a typical setup for a consideration campaign.

 

Campaign Goals

Increase sales and streaming consideration of an artist’s single/EP/album.

Media Goals

Views (CPV)*

Clicks (CPC)

Landing Page Views (CPLPV)

Engagement (CPE)

KPIs

Average Watch Time

Sound On %

Click-through-rate (CTR)

 

*We found that people who watch up to 10 seconds of a video ad bounce at a significantly lower rate on pivot pages than those who click directly off. For this reason, we strongly suggest video views over other consideration goals like clicks to influence consideration. 

 

Drive Action

Action campaigns are all about getting people who see your ads to take a specific action. Here is a typical setup for an action campaign. 

 

Campaign Goals

Media Goals

KPIs

Increase the number of views on an artist’s music video on Youtube

Views (CPV)

View Rate
Completed View %

Increase followers of an artist’s social media account

Facebook Page Likes (CPPL)
Twitter Follows (CPF)

Page Likes Follower Conversion Rate (Page Likes or Followers ÷ Impressions)

Drive sales of an artist’s physical album or bundle

Conversions (Cost Per Conversion)

Return on ad spend (ROAS) 

Conversion Rate

Drive streams of an artist’s catalog on Spotify

Spotify Streams (Cost Per Stream)

Conversion Rate

Intent Rate

Listeners 

New Listeners

Improve recall for an artist’s song in radio markets

Views (CPV)

Ad Recall Lift % 

Ad Recall Lift (People) Average

Watch Time Sound On %