Singapore – Global advertising company WPP has announced a global partnership with audio streaming services company Spotify, allowing WPP’s clients to have access to Spotify’s ad products, first-party intelligence and creative ways to reach engaged audiences at scale.
The partnership will have WPP looking 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.
Moreover, 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.
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.”
Meanwhile, Brian Berner, global head of advertising sales at Spotify, commented, “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.”
He added, “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.”
