Spotify has partnered with Amplifi, the media investment arm of Dentsu Aegis Network Malaysia, to launch a a new platform-agnostic planning tool called The Audio Stack in Malaysia.
The Audio Stack combines Spotify's streaming intelligence with survey data from its people-based identity and data platform, DAN M1, to offer brands detailed consumer insights. The strategic partnership aims to provide a more refined approach to audience targeting when engaging with audio, enabling better planning and optimisation of client investment across radio and digital audio.
The tool was beta tested in 2017 by Dentsu Aegis UK with consumer packaged goods and travel clients, and was first rolled out in Singapore and Australia last September when it expanded into Asia Pacific. According to the release, 79% of clients have been testing the platform and Amplifi reported a rise in digital audio spend of 375%.
Sunita Kaur, vice president of advertising at Spotify Asia Pacific, said The Audio Stack will allow Spotify to make its inventory and data available in a secure environment. This gives 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
Meanwhile, Hasnain Babrawala, managing director Amplifi Malayia said this is fundamentally about a shift to "audience first", instead of "radio first". "The audio landscape is evolving rapidly. Partnering with Spotify to develop The Audio Stack means audio budget spend is directed at the right audience at the right time," he added.
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