WPP & Spotify announce first-of-its-kind global partnership
03 Agosto 2023 - 3:02PM
Business Wire
Spotify will be the first audio platform to be
integrated directly into WPP’s products and solutions.
WPP (NYSE: WPP) and Spotify today announced a new global
strategic partnership that will enable WPP to offer its clients
early access to Spotify’s innovative ad products, first-party
intelligence and creative ways to reach engaged audiences at
scale.
As part of the partnership, Spotify will become the first
digital audio platform to be integrated directly into WPP’s
products and solutions. This includes an exploration in connection
with Choreograph’s insights platform. In a first-of-its-kind
partnership, WPP will look to use Spotify to develop integrations
that provide Spotify’s first-party occasions insights to help
clients understand aggregated listening patterns in order to inform
more creative and effective digital audio advertising
strategies.
WPP will work with Spotify to deliver market-leading thought
leadership and scaled training programmes for its employees and
clients that focus on digital audio creativity and Spotify's
innovative ad products. WPP’s teams and clients will also benefit
from early access to Spotify’s neuro-insights research focused on
audience trends and insights.
One of the first outputs of the partnership is a WPP
client-specific version of Spotify’s Sonic Science insights study,
conducted with WPP agency Mindshare, that details the connection
between Spotify, digital audio ads and listeners. Working with
research firm Neuro-Insight, Spotify recreated its Sonic Science
Volume 1 study using audio ads from WPP clients to explore how
their ads trigger engagement, emotional intensity, memory, and
more. Notable findings include:
- Immersed Audience: Spotify consistently drives higher
levels of engagement vs. other media formats like visual media
(+24%), other audio media (+27%) and social media (+38%), with an
increase in numbers from Spotify’s 2021 study1.
- Increased Ad Engagement: We found that listeners were
more engaged with the ads from WPP clients in this study than in
the 2021 study, with a 17% increase on ad engagement transference
when listeners went from listening to music or podcasts to a real
WPP client’s audio ad.
- Strong engagement in both podcast and music
environments: The study showed that ad engagement remains high
with listeners no matter if they were listening to music (+29%) or
podcasts (+36%)2.
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.
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.”
Brian Berner, Global Head of Advertising Sales, 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. 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.”
Additional insights from the Sonic Science study, as well as
tips for advertisers on how to get started with digital audio can
be found here: WPP Sonic Science study.
About WPP
WPP is the creative transformation company. We use the power of
creativity to build better futures for our people, planet, clients
and communities. For more information, visit www.wpp.com.
About Spotify
Spotify’s mission is to unlock the potential of human creativity
by giving a million creative artists the opportunity to live off
their art and billions of fans the opportunity to enjoy and be
inspired by it. Spotify’s platform revolutionised music listening
forever when we launched in 2008. Our move into podcasting brought
innovation and a new generation of listeners to the medium, and in
2022 we entered the next audio market primed for growth with the
addition of audiobooks.
Today, more listeners than ever can discover, manage and enjoy
over 100 million tracks, 5 million podcasts titles, and 350,000
audiobooks on Spotify. We are the world’s most popular audio
streaming subscription service with more than 551 million users,
including 220 million subscribers in more than 180 markets.
1 Sonic Science Volume 1, Neuro-Insight and Spotify, June 2021 2
Ibid
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version on businesswire.com: https://www.businesswire.com/news/home/20230802605554/en/
Niken Wresniwiro, WPP +44 (0)20 7282 4600 / +44 7876 005 4891
niken.wresniwiro@wpp.com
Alex Davis-Isaac, WPP +1 646-531-7724
alex.davisisaac@wpp.com
press@spotify.com, Spotify
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