Dentsu Aegis partners with Spotify in Malaysia

Dentsu Aegis Network today announced its media investment arm Amplifi has partnered with Spotify to create a new planning tool, The Audio Stack, in Malaysia.

The tool combines data from DAN’s M1 survey and Spotify’s internal streaming intelligence to provide brands with platform-agnostic consumer insights regarding audio media investment.

The Audio Stack was first tested in the UK in 2017 with CPG and travel brands, and rolled out in Asia-Pacific in September 2018. Amplifi has reported that following 79% of clients beta testing the tool, digital audio spend increased 375%.

Hasnain Babrawala, Amplifi Malaysia managing director, said the tool is designed to make brands think audience first, instead of radio first. “Partnering with Spotify to develop The Audio Stack means audio budget spend is directed at the right audience at the right time,” he added in a statement.

Sunita Kaur, Spotify APAC vice president of advertising, said The Audio Stack allows the brand 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.”