Dentsu Aegis launches Spotify data integration in APAC

Amplifi, the Dentsu Aegis Network (DAN) media-investment arm, announced the APAC launch of a strategic partnership with Spotify. 

The offering, called The Audio Stack, combines panel survey data from DAN's M1 platform with Spotify’s first-party listening data. The "platform agnostic" audio-planning tool allows clients and brands to more accurately plan and optimise spending on radio and digital audio both online and offline, while eliminating duplication, according to DAN.

It will roll out in Singapore and Australia this month, with Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Taiwan, Thailand, and Vietnam on the slate for 2019.

“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," Sunil Yadav, president of Amplifi Asia Pacific said in a release. "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."

The Audio Stack allows Spotify to make its inventory and data available in a secure environment, giving advertisers the ability to deliver ads in real-time to registered users during key moments when they consume audio content, Sunita Kaur, VP of advertising for Spotify APAC, said in the release.

In addition, DAN said it will develop a strategic creative offering with voice technology and Spotify 3D audio. This project, involving the iProspect VoiceLab, a connected room built by iProspect in partnership with Google, will demonstrate the impact of audio creative for clients, according to the company.