Spotify Partners with Dentsu to Launch The Audio Stack in Asia

The Audio Stack aims to allow brands to reach their target audiences when and where they are engaging with audio.

Popular music streaming service Spotify has partnered with Dentsu Aegis Network’s media investment arm, Amplifi, 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.

It 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.

The Audio Stack can calibrate M1’s panel survey data and Spotify’s first party listening data to provide greater consumer insights. Combining these data sets allows the ability to more accurately plan and optimize client investment across radio and digital audio, finding their audience online and offline while eliminating duplication.

Dentsu Aegis UK beta-tested The Audio Stack tool in 2017 with Consumer Packaged Goods and Travel clients. Subsequently, they saw 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,” said Sunil Yadav, President 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 behavioral patterns.”.

Additionally, Dentsu announced the development of 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 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.

Sunita Kaur, VP of Advertising, Spotify, Asia Pacific, 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 .

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