Called The Audio Stack, the “platform agnostic” tool has been designed to allow clients and brands to plan their campaigns more accurately, improve the targeting of adspend and reach target audiences where and when they are listening.
According to Mumbrella, it will be launched in Singapore and Australia this month, with further expansion planned for 2019 to take in Hong Kong, Indonesia, Japan, Malaysia, New Zealand, the Philippines, Taiwan, Thailand and Vietnam.
The Audio Stack works by calibrating panel survey data from M1, Dentsu’s planning and activation platform, with Spotify’s first-party listening data.
By combining these data sets, the two companies say that clients and brands will be able to plan more accurately and optimise their investment across radio and digital audio, finding audiences online and offline while eliminating duplication.
“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,” said Sunil Yadav, president of Amplifi Asia-Pacific.
“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.”
Sunita Kaur, Spotify’s VP of advertising for Asia-Pacific, added: “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.”
Dentsu said that 79% of its clients had been testing The Audio Stack in the UK since 2017 and claimed digital audio spend grew by 375%.
And in another move, Dentsu said it would develop a strategic creative offering with voice technology and Spotify 3D audio in a project that will involve iProspect VoiceLab, a connected room built in partnership with Google, to demonstrate the impact of audio creative for clients.
Sourced from Mumbrella; additional content by WARC staff