2025: Bupa, a leading healthcare company, was looking to drive brand awareness through a pricing promotional campaign during the busy EOFY period for health insurance providers in Australia. As a regular advertiser with Spotify, they understood the value of audio ads to engage with their audiences on Spotify, where 85% of users say Spotify helps them enjoy key daily moments.1
With the launch of the Spotify Ad Exchange and the increasing industry shift towards the dynamic, outcome-based buying of Private Marketplace (PMP) deals, Bupa’s agency, Atomic 212º, saw the opportunity to expand their activation and test Spotify audio PMPs via the Yahoo DSP against social—another biddable platform in their omnichannel strategy.
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