Spotify has joined forces with the world’s largest advertising company, WPP, to give advertisers early access to the music streaming giant’s ad products and ways of reaching audiences at scale. This will see Spotify becoming the first digital audio platform to integrate directly into WPP’s products and solutions.
WPP intends to use Spotify to develop integrations that help its clients to understand aggregated listening patterns, and inform improved digital audio advertising strategies.
“We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio. With our new global partnership, we’re helping WPP clients modernise their strategy and planning,” said Brian Berner, Global Head of Advertising Sales at Spotify.
“More than 550 million people across 184 markets come to Spotify every month to be entertained, to learn and to discover for nearly 2.5 hours each day. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are.”
The pair will also collaborate on thought leadership and scaled training programs around digital audio creativity and Spotify’s ad products for WPP’s employees and clients.
Furthermore, WPP will benefit from early access to Spotify’s neuro-insights research on audience trends. As such, one of the first outputs from the partnership is a WPP client-specific version of Spotify’s Sonic Science insights study, conducted by WPP agency Mindshare alongside Neuro-Insight.
“In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life. At WPP, we recognise the power of audio as a critical component of marketing. The intent of this first-of-its-kind partnership is to integrate Spotify’s insights with the Choreograph platform to create more innovative and relevant ways to connect our clients with their customers,” said Stephan Pretorius, Chief Technology Officer at WPP.