Spotify created Spreadbeats, an interactive music video embedded directly into Excel spreadsheets sent during the RFP process to media planners. Using vintage coding techniques and conditional formatting, Spotify encoded a four-minute John Summit music video into a single 10MB file to demonstrate its superior video advertising capabilities beyond just audio. This addressed the critical problem that 66% of media planners viewed Spotify as audio-only, allocating just 2% of budgets there.
