Dentsu Aegis Network’s Amplifi has signed a deal with Spotify to use its first-party data in a new audio planning tool, that will allow brands to buy across radio and digital audio.
The Audio Stack will use M1 survey data alongside Spotify’s data to better reach target audiences when they are listening to audio. The planning tool will be platform agnostic, according to Amplifi.
Sunita Kaur, vice president of advertising for Asia Pacific at Spotify said: “We are extremely excited to be partnering with Dentsu. The Audio Stack tool will allow us to make our inventory and data available in a secure environment, giving advertisers the ability to deliver ads in real-time to registered Spotify users during key moments of their day or when they consume audio content on Spotify.”
Amplifi said it first launched the Audio stack tool in a beta test with consumer goods and travel clients in 2017 but the full version with M1 and Spotify data launched in August 2018 to UK and Asia Pacific clients. After the trial, DAN said the UK business had seen digital audio spend grow by 375%, with 79% of clients testing the platform
Sunil Yadav, president of Amplifi in APAC said: “The audio landscape is evolving rapidly and there is a disconnect on where we spend our audio budget versus where we spend our time listening. We need to shift our focus back to being ‘audience first’ instead of ‘radio first’. Putting this into play, we partnered with Spotify to develop The Audio Stack, to ensure effective targeting through a close study of audience behavioural patterns.”
Dentsu will also build out a creative solution alongside Spotify 3D audio, which will tap into the iProspect VoiceLab.
“With the transformative impact of audio, voice, artificial intelligence and machine learning being felt across the entire business landscape, designating physical resource to unlock the potential of voice and audio creative is crucial to future proofing brands and driving business performance across the Asia Pacific market,” Sunil added.
Source: The Drum