Dentsu Aegis Network Partners with Spotify to Launch First Ever Audio Stack in Asia Pacific
14 Sep 2018
Dentsu Aegis Network’s media investment arm – Amplifi, is pleased to announce its strategic partnership with Spotify to launch The Audio Stack – a first-of-its-kind offering in Asia Pacific. The Audio Stack is a platform agnostic audio planning tool which allows clients and brands to reach their target audiences right when and where they are engaging with audio.
The Audio Stack has the capability to calibrate M1’s panel survey data and Spotify’s first party listening data to provide richer consumer insights. Combining these data sets in a strategic partnershipunlocksthe ability to accurately plan and optimize client investment across radio and digital audio, finding their audience online and offline while eliminating duplication.
In 2017, Dentsu Aegis UK beta-tested The Audio Stack tool with Consumer Packaged Goods and Travel clients. Subsequently, Dentsu Aegis Network UK has seen digital audio spend grow by 375%, with 79% of clients testing the platform. In August 2018, the UK and Asia Pacific regions relaunched the tool integrating Spotify first party listening data and M1 panel.
“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,” said Sunil Yadav, President Amplifi Asia Pacific.
Additionally, Dentsu Aegis Network will be the first agency in Asia Pacific to develop a strategic creative offering with voice technology and Spotify 3D audio. This creative capability will leverage the iProspect VoiceLab – a high spec, connected room built by iProspect’s performance experts in partnership with Google, to demonstrate the impact of audio creative for clients.
“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.
“We are extremely excited to be partnering with Dentsu Aegis Network. 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”, said Sunita Kaur, VP of Advertising, Spotify, Asia Pacific.
The Audio Stack will be rolled out in Singapore and Australia this month, and further expansion across Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Taiwan, Thailand, and Vietnam are planned for 2019.
- ENDS -
For further information contact
Pei Xuan Lim
Dentsu Aegis Network
Regional Communications Associate Director, APAC
T: +65 6911 9321
Head of Communications, Asia
Notes to Editors:
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists. www.dentsuaegisnetwork.com
Amplifi is the media investment arm of Dentsu Aegis Network. Its goal is to deliver a demonstrable uplift in media performance across all media on a global basis. Amplifi operates across four distinct areas of specialisation: Media Investment Management, Global Media Partnerships, Programmatic (AMNET) and Content (The StoryLab). Amplifi uses the opportunities presented by convergence and globalisation to deliver a value proposition that works for clients and media owners.
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