WPP and Spotify, the worldwide streaming platform, have formed an unparalleled collaboration. This multi-year agreement will provide WPP customers with priority access to Spotify’s ad solutions and first-party intelligence. Spotify is the sole audio streaming platform to be integrated directly into WPP’s product offering as a result of the partnership. The collaboration will concentrate on information, perceptions, creativity, technology, programmatic strategies, and forecasting market growth. The agreement will also add significant value to WPP and its customers by using information about the relationship between music and audience views and behaviors.
WPP’s Choreograph technology will be used in conjunction with Spotify’s first-party data analytics to help clients analyze average listening behaviors. This will help customers develop effective and innovative digital audio marketing campaigns. The partnership will also focus on offering market-leading approaches and training WPP’s team and clients in digital audio creative and Spotify ad solutions. Furthermore, they will have early access to Spotify’s Neuro insights research.
Music Listeners – The Most Active Engagers
Tempo and passion are musical characteristics that help estimate human temperament. This enables advertisers to recognize their audiences emotionally. Spotify collaborated with Neuro Insights to reproduce Sonic Science Volume 1. This time, they used audio commercials from WPP clients to learn about connection inducers, emotional power, memory recollection, and other topics.
The study discovered that as music streamers switched from music or podcasts to WPP customers’ audio commercials, their ad interaction increased by 17%. Furthermore, Spotify consistently drove better responses than any other media source. Furthermore, it was discovered that ad engagement was at a record high regardless of what users listened to. Campaign development and improved client targeting have become more efficient due to the WPP-Spotify relationship. These insights have enabled WPP and its clients to reach previously untapped Millennials and Gen Z customers.
Stepping Stone for Spotify
Spotify’s second-quarter performance fell short of expectations. The audio streaming platform attributed the decline to market factors. Nonetheless, it continues to add registered users steadily. Spotify may benefit from increased ad earnings due to the collaboration. This cooperation aims to improve customer data collection. WPP intends to eliminate third-party cookies from the platform next year, and that’s why they leverage customer data.
Spotify has a high level of ad engagement among its podcast and music ecosystem listeners. Every day, over 550 million people from 184 different countries listen to audio content on Spotify for an average of two and a half hours. WPP will benefit from Spotify’s massive customer data thanks to this agreement.
What will WPP reap from this alliance?
WPP will gain from this partnership in many ways. Here are some examples.
- First mover advantage in accessing Spotify’s mood data using Wunderman’s Zipline™ Data Management platform. WPP and its customers can improve targeting choices across platforms by connecting their own data with Spotify’s insights into user emotions, listening behaviors, location, etc.
- Unparalleled access to Spotify insights into connected device activity. This is aided by identifying and delivering the correct message to the right audience at the right time.
- Launch partners for AppNexus’ audio programmatic marketing tool
- Spotify’s primary launch partners in specific emerging markets
- Access to beta testing and exposure on Spotify’s product map
Stephan Pretorius, Chief Technology Officer of WPP, said
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.
Brian Berner, Global Head of Advertising Sales, at Spotify, said
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. 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.