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Spotify Adverts 101: How one can Run Profitable Audio & Video Adverts

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Audio promoting is a wonderful advertising and marketing technique as a result of it enables you to attain prospects who’re able to pay attention. With Spotify, you possibly can ship your messages on to your viewers when they’re already tuned in to their favourite songs or podcasts.

As an promoting platform, Spotify gives twin advantages: First, it lets you attain a big viewers base by way of totally different audio advertisements. Second, you possibly can run video advertisements that play unmuted. Due to this fact, in contrast to different video promoting platforms akin to YouTube, you possibly can make certain that your advertisements shall be heard by the person.

And Spotify promoting isn’t just for extra outstanding manufacturers. Whether or not small or giant, any enterprise can get began with Spotify advertisements for as little as $250.

On this Spotify Adverts 101 information, I’ll define why you must select this platform to your digital advertising and marketing marketing campaign, focus on the several types of audio and video advertisements that you could run on it, and share a step-by-step strategy of beginning your first advert marketing campaign on Spotify.

Let’s begin!

Ebook My Free Spotify Adverts Session

 

What Is Spotify?

Spotify is a Swedish audio streaming firm based in Stockholm, Sweden that provides digital music, podcasts and movies. Spotify has:

  • 70 million tracks
  • 2.6 million podcast titles
  • 158 million subscribers 
  • 356 million month-to-month lively customers

Why Select Spotify for Your Digital Adverts Marketing campaign?

When Jeff Rossi was international head of trade, CPG, at Spotify, he acknowledged:

“For each thousand impressions we ran, we created 24 {dollars} of income. The Nielsen benchmark is $19.64.”

Spotify has the info it’s good to attain related prospects. For example, relying on the songs persons are listening to, Spotify is aware of how they’re feeling. Furthermore, additionally they have the placement information, which is sort of a goldmine for an advertiser. You may simply choose the temper of your audiences while you need them to take heed to your advert.

Listed here are the highest causes to decide on Spotify to your digital promoting campaigns:

  • In line with Statista, the premium worldwide subscriber base of Spotify reached 208 million in Q1 of 2021.
  • Folks belief Spotify as a music streaming platform: It has 3X extra constructive buzz round social media than destructive.
  • Spotify advertisements are 25% more practical than common advertisements.
  • Folks worldwide spend between 99 minutes and 140 minutes each day listening to their favourite music on the audio streaming platform.
  • Spotify has the best market share of round 34% among the many main music streaming platforms. The opposite prime platforms like Apple Music, Amazon Music, and Tencent Apps have 21%, 15%, and 12% shares, respectively:

Spotify largest market share in music streaming

  • The music streaming platform already operates in 93 international locations and is trying to develop to 85 extra international locations throughout Asia, Africa and the Caribbean. As soon as these international locations are added, the corporate’s potential market will attain over 1 billion folks.
  • Spotify has launched new options like “Spotify Youngsters” and “Spotify Tastebuds” to cater to totally different customers’ tastes. A majority of these segmentation are wonderful for promoting effectiveness.
  • Half of the person base of Spotify is underneath 35. Therefore, Spotify is a wonderful platform for manufacturers that need to attain youthful audiences.
  • You may simply measure the success of your advert campaigns in real-time.
  • You do not have to fret about having premium audio instruments to create your music or podcast advertisements. Spotify’s free voiceover device data, mixes and produces distinctive advertisements for you.

What Kind of Adverts Does Spotify Provide?

With Spotify, you possibly can create and run your advertisements in minutes. The marketing campaign and advert creation interface is user-friendly and has all the data it’s good to begin your Spotify promoting.

Spotify gives a number of advert codecs to interact listeners fairly than interrupt them. Spotify is predicated on a freemium mannequin, which means that each one customers have free entry to the platform, which is supported by advertisements. Customers can improve to a premium account for an ad-free listening expertise, although you must remember that nearly all of Spotify’s listeners go for the free ad-supported model.

Listed here are the totally different advert codecs supplied by Spotify:

1) Audio Adverts

Audio advertisements are the USP of Spotify. That is the preferred advert format that permits you to attain lively listeners in any surroundings all through the day. These advertisements are served between songs when there aren’t any distractions. Therefore, you could be assured that your advert shall be listened to by customers at a time when they’re centered.

Spotify has all the info about its clients. Due to this fact, they ship the advertisements on the proper second, when the viewers is most receptive, in a no-swipe, no-scroll surroundings. Which means you even have the ability to succeed in prospects on the proper second.

Since customers take heed to songs after adjusting their settings, Spotify is aware of their temper. Due to this fact, solely related audio advertisements are performed relying on the second or setting. Spotify says that 75% of audiences bear in mind advertisements that acknowledge their “second.”

The place Can the Audio Adverts Run?

All Spotify audio advertisements can run on cellular, pill, desktop and net. Chosen units akin to gaming consoles, related TVs, related vehicles, and related audio system can be found relying on the goal market.

Audio File Necessities

For Direct IO:

  • WAV and Mp3 codecs are supported
  • Most 30 seconds in size
  • Advertisers identify and CTA are required
  • Most 1 MB file measurement
  • Advertiser identify could be as much as 45 characters

For Programmatic:

  • WAV, Mp3 and OGG codecs are supported
  • Most 30 seconds in size.
  • All peaks ought to keep beneath -1 dB TP

For Spotify Advert Studio:

  • WAV, Mp3 and OGG codecs are supported
  • Most 30 seconds in size
  • Most 1 MB file measurement
  • Advertiser identify could be as much as 25 characters

Companion Show Unit Necessities

For Direct IO:

  • Picture dimensions needs to be 640×640
  • The file kind needs to be JPG
  • Max 200 KB file measurement
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized

For Programmatic:

  • Picture dimensions needs to be PMP: 300×250, PG DV360: 301×301 and PG TTD: 300X250
  • The file kind needs to be JPG
  • Max 500 MB file measurement
  • Third-party monitoring just isn’t obtainable
  • Just one vacation spot URL (HTTPS) can be utilized

For Spotify Advert Studio:

  • Picture dimensions needs to be sq., not less than 640 x 640 pixels
  • The file kind needs to be JPG or PNG
  • Max 200 KB file measurement
  • Third-party monitoring just isn’t obtainable
  • Just one vacation spot URL (HTTPS) can be utilized, and it doesn’t assist URLs with particular characters (in case your vacation spot URL has particular characters, you possibly can submit the shortened URL utilizing bit.ly)

Associated Content material: Audio website positioning: The Full Information to Rating Your Podcast Efficiently

2) Video Adverts

Video advertisements on different platforms may be considered muted, however customers all the time pay attention with the sound on Spotify. Therefore, Spotify video advertisements provide a invaluable alternative to your model message to be heard by your target market.

As well as, video advertisements are all the time served when customers are trying on the display screen. Due to this fact, you could be assured that your video messages are each considered and listened to by your prospects. Such a degree of confidence just isn’t obtainable on different video promoting platforms like YouTube, the place folks have the choice to mute advertisements.

There are two kinds of video advertisements at present obtainable on the Spotify platform. These are Video Takeover advertisements and Sponsored Periods.

Video Takeover Adverts

Video Takeover Adverts run when customers are searching via music catalogues and viewing the display screen. Therefore, they’re delivered solely when the display screen is in view.

The place Can the Voice Takeover Adverts Run?

These advertisements can run on cellular, pill, desktop and net.

Video File Necessities

FOR VIDEO (MOBILE)

Direct:

  • Most 30 seconds in size
  • A side ratio of 9:16 for portrait and 16:9 for panorama
  • Max file measurement 500 MB
  • File sorts needs to be MOV or MP4
  • HD 720×1280 or related video high quality for portrait and HD 1280×720 or related video high quality for panorama
  • Quantity needs to be RMS normalized to -14 dBFS and peak normalized to -0.2 dBFS
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized
  • Silent movies should not accepted

Programmatic:

  • Most 30 seconds in size
  • A side ratio of 16:9
  • Max file measurement 500 MB
  • File sorts needs to be MOV, WebM or MP4
  • HD 1280×720 or related video high quality
  • Quantity needs to be RMS normalized to -14 dBFS and peak normalized to -0.2 dBFS
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized
  • Silent movies should not accepted

Spotify Advert Studio:

  • Most 30 seconds in size
  • A side ratio of 9:16 for portrait and 16:9 for panorama
  • Max file measurement 500 MB
  • File sorts needs to be MOV or MP4
  • HD 720×1280 or related video high quality for portrait and HD 1280×720 or related video high quality for panorama
  • Quantity needs to be RMS normalized to -14 dBFS and peak normalized to -0.2 dBFS
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized
  • Silent movies should not accepted

FOR VIDEO (DESKTOP)

Direct and Programmatic:

  • Most 30 seconds in size
  • A side ratio of 16:9
  • Max file measurement 500 MB
  • File sorts needs to be MOV or MP4
  • HD 1280×720 or related video high quality
  • Quantity needs to be RMS normalized to -14 dBFS and peak normalized to -0.2 dBFS
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized
  • Silent movies should not accepted

Spotify Advert Studio:

  • Most 30 seconds in size
  • A side ratio of 16:9
  • Max file measurement 500 MB
  • File sorts needs to be MOV or MP4
  • HD 1280×720 or related video high quality
  • Quantity needs to be RMS normalized to -14 dBFS and peak normalized to -0.2 dBFS
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized
  • Silent movies should not accepted

Associated Content material:
* How one can Launch a TikTok Adverts Marketing campaign for E-commerce
* 9 Suggestions for Creating Instagram Video Adverts that Truly Generate Gross sales
* 9 Instruments for Creating Efficient Fb Video Adverts that Convert

3) Companion Show Unit (Appropriate for all Platforms)

Direct:

  • Picture dimensions needs to be 640×640
  • Max file measurement 200 KB
  • File sorts needs to be JPG
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized

Programmatic:

  • Picture dimensions needs to be 300×250
  • Max file measurement 500 MB
  • File sorts needs to be JPG
  • Third-party monitoring just isn’t obtainable
  • Just one vacation spot URL (HTTPS) can be utilized

Spotify Adverts Studio:

  • Picture dimensions needs to be 640×640
  • Max file measurement 200 KB
  • File sorts needs to be JPG or PNG
  • Third-party monitoring just isn’t obtainable

Sponsored Periods

Sponsored Periods are video advertisements that permit customers to unlock half-hour of uninterrupted listening in trade for watching your video advert.

The place Can the Sponsored Periods Video Adverts Run?

These advertisements can run on cellular and pill units.

Video File Necessities

Spotify gives the watch video title card. Right here is the requirement for video:

  • Most 30 seconds in size
  • A side ratio of 9:16 for portrait and 16:9 for panorama
  • Max file measurement 500 MB
  • File sorts needs to be MOV or MP4
  • HD 720×1280 or related video high quality for portrait and HD 1280×720 or related video high quality for panorama
  • Quantity needs to be RMS normalized to -14 dBFS and peak normalized to -0.2 dBFS
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized
  • Silent movies should not accepted

Branded Finish Card Necessities

  • Picture dimensions needs to be 640×640
  • Max file measurement 200 KB
  • File sorts needs to be JPG
  • For third-party advert monitoring, URLs are accepted in HTTPS format
  • Just one vacation spot URL (HTTPS) can be utilized

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4) Podcast Adverts

Podcast advertisements are rising in reputation and set to succeed in $1.6 billion by 2022. Furthermore, 41% of Spotify customers belief podcast advertisements:

Spotify has a podcast content material library of over 2.2 million podcasts, together with 400+ originals and exclusives. A few of the well-known studios that produce a few of the world’s finest podcasts, akin to The Riger, Gimlet, and Parcast, are current on Spotify.

Be aware: At present, podcast advertisements are in beta. You’ll have to join the ready listing.

Associated Content material:
* The Final Information to Podcast Promoting
* 9 Podcast Traits You Can’t Ignore in 2021
* Podcast Manufacturing 101: The Full Information to Beginning Your Personal Present

4) Customized Experiences

Customized Experiences are multiformat advertisements for manufacturers which might be on the lookout for one thing extraordinary. A few of the totally different Customized Experiences advert choices obtainable on Spotify are:

Sponsored Playlists

You may maximize model consciousness by sponsoring Spotify’s hottest playlists. These advertisements run on each cellular and desktop.

You should utilize your model brand, a background picture that depicts your model, and a model tagline beneath the emblem:

Overlay

Overlay advertisements are displayed when the person returns to the Spotify app. The advert unit is clickable to drive site visitors to your web site. For advert specs, you possibly can go to the Overlay advert specs web page:

Homepage Takeover

Spotify additionally permits companies to show their model message on the entrance of Shopify’s desktop web page for twenty-four hours. It’s clickable and helps interactive parts. Nevertheless, this advert format runs on desktop solely. For advert specs, you possibly can go to the Homepage Takeover advert specs web page:

Leaderboard

Leaderboard advertisements are particular advert items that run your model message for 30 seconds. Your advert is the one message proven throughout 30 seconds which ensures most model visibility. For advert specs, you possibly can go to the Leaderboard advert specs web page:

Ebook My Free Spotify Adverts Session

 

How one can Run Adverts Utilizing Spotify Advert Studio

Advert Studio is a self-service advert platform that permits you to attain thousands and thousands of listeners world wide. The perfect a part of the platform is that you could simply arrange your account and begin operating your advertisements in minutes.

Listed here are the steps to comply with to start out your first advert marketing campaign on Spotify:

Step 1: Signal In to Your Advert Studio Account

You may register along with your Fb, Apple or Google account if you have already got a Spotify account related to any of those. In any other case, you possibly can create a brand new Spotify account:

Be aware: Your Spotify account is totally different out of your Advert Studio account. You’ll have to create an Advert Studio account utilizing your Spotify account to start out operating advertisements.

After logging in to your Spotify account, you may be redirected to the Advert Studio account creation web page the place you will have to enter your enterprise particulars, akin to enterprise identify, enterprise e-mail, and enterprise kind:

After you enter the small print, your Advert Studio account shall be created. You may handle all of your advert campaigns on Spotify utilizing this single dashboard.

Each advert on Spotify is organized on three ranges — campaigns, advert units and advertisements:

Spotify ads - 3 levels

Step 2: Create a New Marketing campaign

On the marketing campaign degree, you must select your promotion kind.

Since you might be already logged into your Advert Studio account, you possibly can click on on “Create new marketing campaign”:

Now it’s good to identify your marketing campaign. For example, if I’m selling my potato chips firm, I can name my marketing campaign “My Potato Chips”:

Subsequent, you need to choose what you might be selling. In my case, I’ll select “A model, product, or group”.

Step 3: Create New Advert Set

Each marketing campaign can have a number of advert units. It’s important to select your advert format, funds, schedule and focusing on parameters on the advert set degree.

First, identify your advert set. For instance, I named it “My Potato Chips Promo”.

Now, select an advert format and platform. I’ll choose “Audio”:

You too can choose the platforms the place you need your advertisements to play. The totally different platform selections obtainable are iPhone, Android, Desktop or all. I’ve chosen all of them:

Subsequent, select a begin and finish date to your marketing campaign:

After that, select a funds. You may choose any one of many three selections: $1,000, $2,500 or $5,000. Or you possibly can enter your individual customized funds. I chosen $2,500:

After that, you possibly can select the frequency cap, which limits the variety of advert impressions per person. I’ll set this as 5 per day:

Now, add your goal nation or location the place the advert will run. You may goal the entire nation so as to add bulk postal codes. Then select your viewers, age group and gender.

I chosen america for my promoting targets since I need my product to succeed in the whole U.S.. And I set the age group between 13-30 since this age group likes to eat potato chips. Below gender, I chosen each female and male:

Subsequent, you possibly can select any further focusing on choices like focusing on the viewers based mostly on pursuits, real-time contexts and genres. For those who do not require any further focusing on, choose “No further focusing on”. In my case, I do not want any further focusing on:

When you enter all the small print, Spotify will let you recognize your value per impression, the whole variety of estimated impressions, the whole estimated attain and the estimated lifetime frequency:

Estimated attain is the whole variety of distinctive customers your marketing campaign will attain, and estimated lifetime frequency is the common variety of instances every person shall be served your advert for the whole marketing campaign lifetime.

Step 3: Create New Advert

Now it is time to get artistic and begin creating some advertisements.

I’ll identify my advert “Potato Chips Branding”:

After you could have named your marketing campaign, it is time to add your creatives. The monitor consists of your advert script with an entire voiceover and a background monitor.

If you do not have a voiceover or a background monitor, don’t be concerned as a result of Spotify enables you to select from a number of voiceovers and background music.

All it’s good to do is choose “Assist me create one”:

Select a background monitor from the library, paste the voiceover script, select the voice artist language and voice profile:

Add any directions for the voice actor to know the emotion and tone required to your advert script:

Subsequent, add a picture to go along with your advert, add a name to motion button, a click-through URL, an advertiser identify, and a tagline to present listeners extra context about your organization or product:

I added all of the required particulars and now my advert is now able to run.

You may preview your advert, full your fee, and begin producing impressions to your Spotify promoting marketing campaign:

Ebook My Free Spotify Adverts Session

 

How one can Measure the Effectiveness of Your Spotify Adverts

For each advert marketing campaign, Spotify gives viewers insights. The advert report features a abstract of the advert marketing campaign and the totally different metrics, like how they have an effect on the efficiency of your marketing campaign:

Spotify ads measurement

Listed here are the totally different options of the reporting on Advert Studio:

  • The dashboard view gives a holistic view of the efficiency of your campaigns, advert units and advertisements.
  • You may filter the dates to check the efficiency of your campaigns between totally different intervals.
  • The advert report features a abstract of supply metrics like impressions, frequency, attain and completion price. It additionally presents an outline of efficiency metrics like clicks and CTR.
  • The viewers metrics report consists of metrics akin to age, style, gender and platform.
  • You may simply obtain the advert insights report by clicking on the arrow subsequent to “obtain information” throughout the advert set’s report tab. The CSV file consists of a breakdown of impressions, clicks and completion price.

Adverts that aren’t measured and optimized don’t generate the best returns on funding. Due to this fact, it’s essential to measure the effectiveness of your Spotify advertisements campaigns by utilizing Advert Studio reporting. Take each step to know the totally different metrics offered within the report and the way they have an effect on your advert efficiency. Optimize your advert textual content, photographs, voiceover, and focusing on choices to make your advertisements related and user-friendly.

Spotify Promoting Suggestions

  • Mix the ability of each audio and video advertisements as a result of campaigns that use each codecs carry out exceptionally properly. Multiformat advertisements end in higher advert recall and improved model consciousness.
  • Design your video advertisements for cellular as a result of 69% of Spotify’s video advert stock runs on cellular.
  • Point out the identify of your model audibly even if you end up creating video advertisements as a result of Spotify is a platform the place folks pay attention.
  • To benefit from your Spotify advertisements marketing campaign, select the best focusing on choice. Rigorously contemplate the placement, age, gender and musical preferences of the customers earlier than operating advertisements.
  • Use advert photographs that present your model at work. Pictures needs to be clear and the audiences ought to have the ability to instantly perceive what your model does.
  • Put your listeners first. For example, if you’re focusing on a metropolis like Los Angeles, begin your audio script with “Hey Los Angeles”.
  • Maintain the audio script between 55-70 phrases max and break it down into totally different elements like segue (5 phrases), intro (10 phrases), advantages (30 phrases), wrap (10 phrases), and CTA (8 phrases).
  • Embrace a direct name to motion in your advertisements as a result of advertisements with a direct CTA have 3X increased click-through charges.
  • Speak about unique gross sales and point out promotional codes in your advert as a result of a way of urgency persuades folks to take speedy motion.
  • Keep away from yelling and preserve the voiceover textual content conversational.

Take a look at this two and a half minute video on getting began with Spotify Adverts:

Greatest Spotify Advert Examples

Listed here are some prime examples of Spotify promoting:

1) Streaming the Evening with Adidas

Adidas wished to advertise their new vary of sneakers, Nite joggers. They teamed up with Spotify to create customized campaigns that mirrored the evening like their sneakers did:

Primarily based on their streaming habits, Spotify was capable of uncover that individuals tackle totally different personas at evening.

Armed with the insights, Adidas created customized digital experiences that launched folks to how cities worldwide soundtracked their nights. Folks got scores based mostly on their evening streaming exercise, and a customized “Nite rating playlist” was created that was distinctive to every particular person with Adidas branding.

The marketing campaign noticed large success with 150K playlists created and 9M+ uniques.

2) Enjoying with Your Meals at McDonald’s

McDonald’s mixed the deliciousness of fries with the unforgettable expertise of music. The McDonald’s artistic geniuses teamed up with Spotify specialists to show fries into music. This marketing campaign was run in Brazil:

Customers wanted to place their fries on the tray liner and scan the code to unlock a scrumptious playlist. The marketing campaign concept was artistic, profitable and it even earned worldwide press protection.

3) Calvin Klein’s #ckone Marketing campaign to Amplify Gen Z’s Constructive Outlook

Calvin Klein partnered with Spotify to succeed in Gen Z audiences and to foster a worldwide group. They had been capable of convey their message — championing a variety of younger views throughout America — to the extremely engaged Gen Z audiences of Spotify.

Digital audio advertisements had been run to ask customers the query “What do you hope for?”. Primarily based on the reply, one tune was added to the collaborative playlist for that particular hope:

Cedric Murac, Govt Vice President, International Artistic, Calvin Klein, stated: “By audio, we had been capable of instantly tie our model marketing campaign to the songs and artists that encourage our viewers and set up a brand new form of connection.”

Total, the marketing campaign delivered over 25M impressions to international customers.

4) If Canines Might Discuss Marketing campaign by Frontline

Frontline gives flea and tick safety merchandise for cats and canine. They wished to succeed in pet dad and mom and share the message that Frontline cared for pets past simply providing safety from fleas and ticks.

A Spotify survey revealed that 75% of pet house owners agree that music helps to calm their canine. Due to this fact, Frontline partnered with Spotify to create a stress-busting playlist for pets with a meditation narrative. The marketing campaign additionally supplied sponsorship of Spotify’s unique “My Canine’s Favourite Podcast”:

The audio advertisements had been run at a frequency heard solely by pets.

Mike Cuthell, artistic director of the Frontline “If Canines Might Discuss” advert marketing campaign, stated:

When the world started to course of the impression of a pending international epidemic, we determined to push apart our personal anxieties and give attention to those that matter most. Very similar to people, canine aren’t any strangers to emphasize, anxiousness and loneliness and are all confirmed to cut back their wellbeing.

So as to show that Frontline put canine first, we launched ‘If Canines Might Discuss.’ Canine-focused advertisements inside dog-themed playlists, easy, but efficient.” 

Closing Ideas

Spotify is a wonderful platform to succeed in your target market utilizing each audio and video as mediums of promoting.

Companies of all sizes can run advertisements on this in style audio and video streaming platform with a minimal funds of $250. It’s the fastest-growing content material platform that provides you the chance to share your model message instantly into the ears of your prospects.

On this Spotify promoting information, I’ve shared all of the steps it’s good to create and run audio and video advertisements. Make certain to pick your audiences relying on your enterprise wants and create ads that spark the prospects’ curiosity. Research your opponents and select an advert format that enhances the merchandise you might be selling. Lastly, remember to measure your advert engagement utilizing the Spotify reporting dashboard. 

For those who need assistance, Single Grain’s Spotify Adverts specialists can ship emotionally partaking, data-driven and ROI-focused premium advert experiences for you. Simply click on the orange button! 👇

Ebook My Free Spotify Adverts Session

Blake

News and digital media editor, writer, and communications specialist. Passionate about social justice, equity, and wellness. Covering the news, viewing it differently.

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