Amplifi and Spotify Launch Audio Targeting Tool

Amplifi - Dentsu Aegis Network's media investment arm - has partnered with music streaming service Spotify to launch an audio planning tool called The Audio Stack, through which clients can reach their target audiences when and where they are listening to audio. The initial launch is in Asia Pacific.

The new platform agnostic tool calibrates panel survey data from M1, Dentsu's planning and activation platform, with Spotify's first party listening data. The combination allows clients to plan and optimize their investments across radio and digital audio, finding their audience online and off-line while eliminating duplication.

Last year, Dentsu UK beta-tested The Audio Stack tool with consumer packaged goods and travel clients, and last month the UK and Asia Pacific regions relaunched the tool integrating the Spotify first party listening data and M1 panel data. The Audio Stack will be rolled out in Singapore and Australia this month, and further expansion is planned for 2019 across Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Taiwan, Thailand, and Vietnam.

Sunita Kaur, VP of Advertising for Spotify in Asia Pacific, says the tool will make her firm's inventory and data available in a secure environment, giving advertisers the ability to deliver ads in real-time to registered users during key moments of their day or when they consume audio content on the platform. Sunil Yadav, President Amplifi Asia Pacific, adds: 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'.

Web sites: www.dentsuaegisnetwork.com and www.spotify.com .