Please see the in-depth proof of concept with images, videos, and advertisement script mock-ups here:

Click here to open the link for the Spotify Audio Ad Campaign Art Deck/Scripts in a new tab

To use the Figma, zoom in onto the top section. You can read through the entire proof of concept by scrolling from top to bottom.

I. Proposal Summary

II. Spotify Audio Ad Campaign Breakdown: Strategy, Duration, Ad Breakdowns, Target Audience Breakdown, Mock-ups

III. Spotify Market Analysis

IV. Budget Breakdown

V. Tentative Project Timeline

VI. Conclusion

VII. Supporting Documents

I. Proposal Summary

We are requesting funding for a marketing and PR initiative aimed at achieving the following:

Raise brand awareness for Polkadot
Elevate the price of DOT
Draw in new retail and institutional users/investors
Attract developers and business-minded individuals to enhance and expand the ecosystem

We plan to advertise key features of the Polkadot blockspace that many people are still unaware of. Although Polkadot is a top cryptocurrency, many of the network's most used components have not been exposed to people outside the Polkadot community.
Cryptocurrency is still a relatively new and vastly misunderstood topic for most of the worlds population. People have heard of "Polkadot the cryptocurrency", but still don't know or understand the capabilities of Polkadot as a blockspace ecosystem. We're here to shift the way people think about Polkadot and help people understand that Polkadot has something to offer everyone.

To accomplish this, we will advertise to software developers, tech-savvy individuals, financial institutions, and technology hubs throughout the United States. Our approach involves high-value marketing through Spotify audio advertisements, targeting 46.17 million ad-supported users over the course of a year-long campaign. Ad-supported users are users who listen to audio advertisements to use the Spotify platform. Information about the benefits of advertising with Spotify can be found below in Section III. Spotify Market Analysis.

We plan to run a multitude of audio advertisements focusing on key components of the Polkadot ecosystem, including but not limited to:

Polkadot network, Substrate, NFTs (through KodaDot), Staking and Rewards

We are proposing the execution of two simultaneous ad campaigns running over the course of 12 months. Both of the ad groups will be targeted based on general/podcast interests and behaviors. The ad campaigns will be further categorized by audience demographic:

**Table 1:** Introductory breakdown of the two proposed ad campaigns, categorized by target audience demographic. For more information, please see Section II. Spotify Audio Ad Campaign Breakdown.
Ad Campaigns	Target Audience Demographic
Ad Campaign #1: Targeted Demographic Advertising	Targeted advertising to specific postal codes and Designated Market Areas (DMAs) in the United States that are Tech, Financial, and Education Hubs: 1. The cities of New York, Silicon Valley, Washington DC, San Francisco, Dallas, Houston, Seattle, Chicago, Boston, Los Angeles, Detroit, Atlanta, Denver, Salt Lake City, St. Louis, Portland, and more. 2. Specific postal codes and DMAs in areas around schools such as MIT, California Institute of Technology, Stanford, Harvard, Yale, Georgia Institute of Technology, Princeton, University of Chicago, and more.
Ad Campaign #2: General Public	The general public across the United States. These ads will run for 46.17 million ad-supported Spotify users.

Please see the in-depth proof of concept with images, videos, and advertisement script mock-ups here:

Click here open the Figma for Spotify Audio Ad Campaign Art Deck/Scripts in a new tab

Instructions to use the Figma can be found at the top of the proposal.

More information on the proposed ad campaign can be found below in Section II. Spotify Audio Ad Campaign Breakdown.

II. Spotify Audio Ad Campaign Breakdown: Strategy, Duration, Ad Breakdowns, Target Audience Breakdown, Mock-ups

Strategy:

Two Spotify audio advertising campaigns crafted to maximize both reach and impressions. Maximizing reach means sharing these ads with the largest possible and most focused audience. Maximizing impressions ensures the ads are frequently shown to specific users. We will be advertising to software developers, tech-savvy individuals, financial institutions and technology hubs across the United States. These ads are non-skippable so it is ensured that the user will hear all information being presented to them.

Duration:

The two audio ad campaigns will run for 12 months across the United States of America.

Ad Breakdowns:

The ads will be multi-format with audio and visual components.

Audio: Non-skippable 15-30 second scripts read by professional voice actors with engaging background music.

Research indicates that 15-30 second ads are the optimal length for engaging listeners.

The scripts will discuss various key components of the Polkadot ecosystem:

Polkadot general info and promotion
Substrate overview and promotion
NFTs (through KodaDot)
Staking and rewards

Visuals: Video and logo imaging with captivating visuals of the Polkadot logo.

Research by Spotify and Nielsen (a global leader in audience measurement, data, and analytics) found that listeners exposed to both the audio and full-screen visuals of a brands’ ad experienced increases in aided awareness and purchase intent.
Each ad will feature the Polkadot logo and branding twice through a logo plus a companian image and/or video.
Each ad will include a tag line
Each ad will have a Call To Action button in the form of a “Learn more” link. (e.g. link to the Polkadot or Substrate website)
We are using Polkadot’s official branding guidelines for logotype, token, and colors.

**Table 2:** Ad Campaign breakdown: categorized by target audience demographic.
Ad Campaigns	Target Audience Demographic
Ad Campaign #1: Targeted demographic advertising to specific postal codes and Designated Market Areas (DMAs)	1. Consists of 8+ ads with an audio and visual component. These ads are non-skippable. 2. Targeted based on locations in the United States that are Tech, Financial, and Education Hubs: The cities of New York, Silicon Valley, Washington DC, San Francisco, Dallas, Houston, Seattle, Chicago, Boston, Los Angeles, Detroit, Atlanta, Denver, Salt Lake City, St. Louis, Portland, and more. Specific postal codes and DMAs in areas around schools such as MIT, California Institute of Technology, Stanford, Harvard, Yale, Georgia Institute of Technology, Princeton, University of Chicago, and more. 3. Further targeted based on their interests and behaviors (see Table 3 below: Target Audience Breakdown).
Ad Campaign #2: General Public	1. Consists of 8+ ads with audio and visual components. These ads are non-skippable. 2. Advertising to 46.17 million people 3. Targeted based on their interests and behaviors (see Table 3 below: Target Audience breakdown)

Target Audience Breakdown:

**Table 3:** Target audience breakdown: categorized by general interests and behaviors as well as podcast interests.
Target Audience Interests and Behaviors	Target Audience Podcast Interests
1. Technology 2. Business 3. Science & Medicine 4. Education 5. Gaming 6. In-car Listening 7. Health & Lifestyle 8. News 9. Podcasts 10. Culture & Society	1. Technology & Computing 2. Business & Finance 3. Careers 4. Education 5. Personal Finance 6. Science 7. News and Politics 8. Video Gaming 9. Hobbies & Interests 10. Real Estate

Mockups

Please note that all mockups are subject to community feedback.
Please note that once the proposal has been approved, we will conduct further work with a graphic designer in order to ensure perfect logos and videos.

Ad Scripts:
To view the scripts, please refer to:

The initial 8 ad script renders here:

Click here open the google doc for the Initial Audio Ad Scripts in a new tab
The Figma mock-up for the first 8 script ideas.

The ads will run on a rotating schedule throughout the year.

Every 3 months we will submit a 0 DOT cost proposal with a set of scripts to update the ad campaigns with fresh content and information re: any new tech advancements within the Polkadot ecosystem. These proposals will simply be looking for community feedback and approval on the next set of ad scripts.
Please note that the ads will be narrated by professional voice actors.
These ads are non-skippable so it is ensured that the user will hear all information being presented to them.

Ad Mockups

New section added 2024-05-30 as we realized many people were not accessing the Ad Deck designs on Figma

Below is a sample mockup of the short looping videos that go with the ads. You can view them through the links found in the Art Deck we put together on Figma:

III. Spotify Market Analysis

As of Q1 2024, Spotify has 110.7 million Monthly Active Users (MAUs) in the United States. Of these 110 million MAUs, 46.17 million are ad-supported. Each day, ad-supported users on Spotify hear advertisements from a brand’s marketing campaign between 1 and 5 times. Spotify is forecasting that it will be adding 16 million additional MAUs in Q2 2024.

With a 31.7% global market share in the music streaming space, Spotify has a demographic which varies widely in age, gender, and musical/podcast interests. Spotify has over 100 million music tracks and 5 million podcasts, all of which have advertisements for ad-supported users.

Running multi-format campaigns on Spotify boosts ad recall by 90% and more than doubles brand awareness - these include audio, video, and podcast advertisements. Ad engagement on Spotify leads to a 19% higher brand impact compared to other forms of media.

IV. Budget Breakdown

Total DOT Request: 14,500 DOT priced at $6.70 USD
This includes:
1. Campaign Execution: 11,250 DOT

70% of ad space will be allocated to Ad Set #1: Targeted advertising to specific postal codes and Designated Market Areas

30% of ad space will be allocated to Ad Set #2: General public 2. Design and Creative: 500 DOT

Includes hiring an experienced graphic designer to ensure perfect visuals 3. Agency Fees: 1500 DOT
4. Maintenance and Incidentals: 750 DOT

Budget notes:

Please note that consideration of taxes has been included in the above.
Please note that we have requested the amount of DOT at the price above to account for market volatility following the recent BTC halving.
If plans are altered, we will return any unused funds to the treasury.
Upon approval, the received DOT will be converted to USD for vendor payments.

V. Tentative Project Timeline:

The advertisement campaigns will commence 14-21 days after fund conversion.

Tentative project start date: mid to late July 2024

Project run-time: 12 months from start date

VI. Conclusion:

Upon approval, we will move forward with fund conversion and vendor payments. Shortly after we can begin advertising Polkadots technology and ecosystem to the 46.17 million ad-supported users on Spotify.

Every 3 months we will submit a 0 DOT cost proposal with a set of scripts to update the ad campaigns with fresh content and information re: any new tech advancements within the Polkadot ecosystem.

VII. Supporting Documents:

Team Leads

Project, Operations, and Quality Assurance Manager who has been the team lead for 10+ software developers for 3 years and counting.

Expert in the Polkadot ecosystem who has 6+ years in Marketing and Advertising.

Please see information in the comments with information verifying that we have been apart of Polkadot for a number of years

Collectively our team has been in the crypto space since 2018 and part of the Polkadot community since 2020.

12 Months of Polkadot Advertising on Spotify x 2 Ad Campaigns