In-car advertising engages consumers in a receptive state: Arjun Kolady, Spotify

The advertising landscape is undergoing a massive transformation, with brands shifting their focus from mere visibility to meaningful consumer engagement. At the e4m Auto Marketing Summit 2025, Arjun Ravi Kolady, Head of Advertising at Spotify India, emphasized how attention is becoming the new metric for success in digital marketing. 

As brands compete in an oversaturated market, audio advertising is emerging as a powerful tool to captivate audiences and drive impactful storytelling.

Kolady stressed that in a world flooded with content, the ability to hold consumer attention is what sets successful campaigns apart. He highlighted how digital audio, especially Spotify, offers an immersive and distraction-free environment where brands can create deeper, more personal connections with their audiences.

As the automotive industry integrates more digital solutions, Kolady explained how Spotify is becoming a key player in in-car entertainment. With an increasing number of people streaming music and podcasts while driving, in-car advertising is proving to be an effective way to engage consumers in a relaxed, receptive state, he stated.

He noted that Spotify’s in-car advertising reaches listeners during 'lean-back listening' moments, making the messaging more impactful compared to traditional digital ads that often struggle to break through the noise of visual clutter.

Kolady also spoke about the growing importance of personalization in advertising. Using AI and data insights, Spotify allows brands to craft highly targeted messages that resonate with individual listeners. This level of personalization not only enhances engagement but also strengthens brand recall.

He pointed out that innovations like voice-activated ads and interactive audio formats are changing the way brands interact with consumers. These technologies enable users to respond to ads with simple voice commands, fostering a more interactive and engaging ad experience.

As the session concluded, Kolady urged brands to rethink their advertising strategies with a focus on attention-driven marketing. With audio gaining traction as a powerful medium, advertisers who leverage its full potential will gain a significant competitive edge in the digital space.

Spotify’s presence at the e4m Auto Marketing Summit reinforced its role as a game-changer in modern advertising, particularly within the automotive sector. As brands continue to evolve their outreach strategies, audio marketing is set to become a cornerstone of future advertising success.