Dentsu Aegis Network’s media investment arm – Amplifi, has launched a strategic partnership with Spotify to launch The Audio Stack. 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 partnership unlocks the 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 per cent, with 79 per cent 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 (pictured), 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,” Mr Yadav 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.